Abstract

Design plays an important role in the new product design process for entrepreneurs as well as in boosting market potential. At present, there are many supporting agencies that assist small and medium enterprises (SMEs) in improving their product design and market potential. Nonetheless, not all agencies can provide full support and design assistance to SMEs. The objective of this study is to suggest a design support matrix to improve and develop the SMEs’ capabilities throughout the entire value chain of the new product design process. Data was collected through in-depth interviews with forty-seven entrepreneurs and experts from twenty-four supporting agencies in Thailand. On the basis of these interviews, data was compiled and computed to formulate a design support matrix that offers the needed supporting activities for entrepreneurs in two streams: primary and secondary activities. Primary activities consist of design and market assistance, whereas secondary activities comprise financial, networking, and infrastructure assistance. It is hoped that the matrix can enhance SMEs’ capability for the new product design process to enable them to be competitive in the global market.