Leveraging prototypes to generate value in the concept-to-production process: a qualitative study of the automotive industry

Prototypes are important tools in the development and production of new products. In the engineering design literature, prototypes are mainly perceived as tools for validating and verifying aspects of a design in the late stages of the design process. However, several studies have found that prototypes are important in the earlier design stages as well, and it is currently unknown how prototypes contribute to add value within the overall value chains of a business system. Using a case-study approach, we investigate this topic seeking to answer the question of how prototypes and rapid prototyping add value in the various stages of the new product development process in the automotive industry. Based on our findings, we propose that the value of prototypes can be divided into the following three categories: the artefact, i.e. the prototype; the process, i.e. prototyping; or the experiment, i.e. the data generated from experimenting with the artefact. Finally, we argue that prototypes add value to both the production and knowledge value stream.