SUMMARY
Numerous problems with product quality and time-to-market launches can be traced back to how the product lifecycle process is managed within the organisation. This article provides insight into how an integrated value proposition design framework shifts product lifecycle management from a product-centric view to a customer-centric view, through the use of good engineering practices as found in the systems engineering discipline. Combining this with methods and tools such as the Refined Kano model, Blue Ocean strategy, and the Generalised Bass model enables the organisation to enhance product and service quality while reducing the time-to-market for new value proposition launches.