Stream 1 15:25 – 15:45

Building Bridges
Marco Serra

Theory to practice: A conceptual study in process evolution

Studying and understanding the inherent dynamics of process evolution by means of simulation can be immensely powerful as a systems thinking and decision making tool. In the study presented here, the evolution of a product development process as it passes through the growth phases of a company, was examined by simulation. Multiple instances of a system dynamics project model representing a company’s development portfolio were run within a genetic simulator responsible for evolving and innovating organizational policies. Studying the evolution of knowledge distribution policies through multiple generations of process development yields some interesting insights on the transition of process to practice, the need for consensus, and dealing with the pains of growth that are inevitable for any company desiring to be successful.

Marco Serra
Marco Serra Engenya GmbH

Master’s Degree in mechanical engineering from the University of Pretoria, South Africa (1993).

Master’s Degree in Engineering and Management from the Massachusetts Institute of Technology, USA (2002). Focus on Systems Architecture, Systems Engineering, System and Project Management. Thesis: Evolving the Product Development Process.

Thirty years of experience in modelling and simulation of engineering systems, structural and fluid mechanics, technology development and expert witness support. Independent consultant since 2003 working in the aerospace, defence, automotive, and oil & gas industries.