Repurposing product development after COVID-19 by integrating industry 4.0 and agile new product development practices in emerging economies

Purpose – After the COVID-19 pandemic, companies from a variety of sectors began repurposing their product development and manufacturing activities. To be successful, repurposing requires a framework that illustrates Agile New Product Development (ANPD) and Industry 4.0 practices. The current study aims to focus on developing a framework that managers and decision-makers can use to successfully adopt ANPD-Industry 4.0 practices and decision-making activities. Design/methodology/approach – Initially, a literature review is conducted to identify practices related to ANPD and Industry 4.0. Similarly, performance metrics are identified through a review of the literature. To compute the weights of the shortlisted practices, the Pythagorean fuzzy Analytical Hierarchy Process is used and the Pythagorean fuzzy Combined Compromise Solution (PFCoCoSo) method is used to rank the shortlisted performance metrics. Findings – According to the findings, ANPD practices (ADP) are the most prominent among shortlisted practices. Following that are Technology Adoption Practices, Organizational Management Practices (OMP), Human Resource Management Practices and System Integration Practices. Customer requirement analysis, for example, is an ADP practice that has a significant impact on the successful repurposing of product development activities. Practical implications – The identified practices can make a significant contribution during repurposing product development activities. Practices that promote sustainable product development, as well as the use of advanced technologies, will be beneficial in improving organizational performance. Managers can evaluate performance using performance metrics that have been prioritized. Originality/value – After the COVID-19 pandemic, this could be the first of its kind to develop an RPD framework.