Case Study: Designing For Quality and Innovation in FMCG: The Case of Chicki-Chunk


AshEse Journal of Business Management
Vol. 2(3), pp. 082-095, December,2016
ISSN: 2059-7835
© 2016 AshEse Visionary Limited

Publication Type:



  • Dr. Corrie J. Block1 and Dr. Barin N. Nag2
  • 1. Monarch University, Zug, Switzerland
  • 2. Towson University, Towson, Maryland USA; Monarch University, Zug, Switzerland


Product Quality, Product Innovation, New Product Development, Regionalisation, Fast Moving Consumer Goods.


Designing For Quality and Innovation in FMCG: The Case of Chicki-Chunk


This paper analyses a case study of a decentralised product design and manufacturing process for replicable principles for duplication of the process by other product designers. This study consists of a literature review woven into an in-depth case study, with analysis. The study finds that the product design and manufacturing process that led to the success of the case under study is rooted in NPD, manufacturing, and innovation theory, and proposes replicable processes for further testing. The paper provides a survey and analysis of manufacturing design, product design, and innovation evaluation, integrated into a case study which identifies core concepts for replication.

About The Authors:

Dr. Barin N. Nag, Ph.D. holds the position of Professor of Information Technology at Monarch Business School Switzerland. Dr. Nag has Bachelor’s and Master’s degrees in Electrical (Electronics) Engineering from the University of Calcutta (Kolkata) in India, and a Ph.D. in Management Science & Information Systems from the University of Maryland at College Park in the USA. He has worked in industry as an engineer in an electronics manufacturing facility, at times playing leadership roles in design engineering and quality management. He has also worked as a senior research analyst in Washington, DC, in software simulation research on policies for reporting and debate in the US Congress. He has been in academics for over 20 years teaching a variety of graduate and undergraduate courses covering a wide range of topics in the broad areas of Operations Management and Information Systems. He has over 20 research publications in leading journals including: European Journal of Operational Research, Decision Support Systems, Decision Sciences, and Journal of Management Information Systems. His research interests are diverse within the general areas of Operations Management and Information Systems, including topics such as: Decision Support Modeling and Systems, Multi-Agent Systems and Trading in e-Procurement, Business Intelligence, Human-Computer Interactions and Business Performance, Routing and Scheduling Models, Genetic Algorithms, Data Mining Applications, Supply Chain Management, Production and Inventory Management, Logistics and Optimization, Manufacturing and Service Systems Optimization. He remains always open to new ideas for research.

Dr. Corrie Block is a DBA/Ph.D. Candidate at Monarch Business School. He is a Member of the UK Institute of Consulting, holds a Masters Degree in Leadership from the Fuller School of Intercultural Studies, and a PhD in Arab and Islamic Studies from the University of Exeter. Presently, he is an Independent Corporate Advisor in Dubai, where he serves as a trusted voice in a number of UAE companies. On a corporate level he has provided leadership and strategy consulting in more than 30 countries, and is a published author on business strategy and consulting. On an academic level, he has been the primary developer of MBA and AMP (Advanced Management Program) programming at Lebanese International University, and is currently Adjunct Professor of Applied Anthropology at the Graduate Institute for Applied Linguistics, USA.