A methodology to structure ill-structured processes: performance centered design

The purpose of this paper is to develop and illustrate a performance-centered design (PCD) methodology for finding the underlying structure of ill-defined processes and problems. The context for our theoretical exposition is the fuzzy front-end of new product development (NPD). Within the NPD process, front-end concept definition and selection is central to a firm´s innovation capability because it drives the entire NPD process. Yet, despite this fact, these activities are ill-structured and typically the most poorly managed activities in the entire innovation process. We propose that the front-end of NPD can be more effectively enabled through the simultaneous structuring and development of processes and implementation techniques. Through a case study, we illustrate the proposed PCD methodology and illustrate how electronic performance support technology can be utilized to support the fuzzy front-end process.