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Purpose– Success in manufacturing industries often depends on the ability of a firm to apply product platforms. In speeding up product development, platforms often enable companies to benefit from scale effects by reusing existing components in the development of new products. In the delivery of complex products and system (CoPS), however, platforms are frequently modified since components have to be changed within their life cycle to meet additional customer-specific engineering demands and evolving innovations in technology. In this article, it will be illustrated that intangible design elements can be used as platforms in firms that deliver CoPS. The paper aims to discuss these issues.Design/methodology/approach– Through extensive fieldwork at a leading supplier of science-based lithography machinery, a modified platform concept was developed and tested that is labelled as the function-technology (FT) platform. The longitudinal data, collected on site, demonstrate positive effects of applying FT platforms.Findings– The results show that an important explanation for firm's success in delivering lithography machinery with attractive performance is their ability to deliver variants that are specific in terms of physical modules, but common in terms of functions and technologies. Based on the results, it can be argued that establishing an FT platform will allow the efficient creation of variants within a family of CoPS.Originality/value– The findings add considerable insight to the existing literature on operations management by explaining how intangible design elements, instigated during development, can be reused in the delivery of CoPS. Moreover, it enables development managers to more easily structure and reuse complex development tasks.

Purpose– This paper investigates the challenges encountered by manufacturing companies in managing sustainability in new product development (NPD). It describes six case studies of manufacturers aiming for sustainability improvements but experiencing difficulties in implementing them.Design/methodology/approach– The paper starts with a literature study. Academic literature offers explanations as to why manufacturers want to implement sustainability in NPD, and suggests methods for such implementations. This paper employs the systems theory of control to build a research framework for analyzing the challenges. Empirical data are gathered through workshops and interviews with NPD managers in the case companies.Findings– In-depth analyses have provided three insights. First, the study shows that sustainability pressures and incentives in a firm's contexts can be fuzzy or even absent. The fuzziness of sustainability incentives is often neglected in the literature on sustainability and NPD. Second, the case companies face difficulties when setting the scope, goals, and ambitions that effectively direct NPD decisions and efforts toward designing sustainable products. Third, the results show that deploying sustainability methods, tools, and metrics, such as a life-cycle assessment or design for environment (DfE), are not sufficient to achieve sustainability in NPD. These findings call for research on sustainability and NPD processes in contexts where sustainability incentives and needs are fuzzy so as to acquire insights applicable to sustainable product development management that is proactive rather than reactive.Originality/value– Instead of focusing only on the output of sustainable products, this paper presents a more nuanced perspective on managing sustainability in NPD. Moreover, by adopting the holistic perspective of the systems theory of control, the authors challenge the assumption that there are already sufficient external incentives to force companies toward greater sustainability. Consequently, in the light of proactive sustainability management, the authors recommend three tracks for further research: organization and filtering of information concerning sustainability pressures and incentives in a firm's context; and how to manage sustainability proactively rather than reactively.