As the lean product development (LPD) process is responsible for maximizing the value/waste relation by encouraging different types of innovation, it needs a clear understanding of end customer value. Moreover, lean systems engineering is related to the application of lean thinking (LT) in systems engineering to improve the delivery of value to all stakeholders of the system. Then, faced with this scenario, this research aims to propose a value-adding conceptual model for incremental product innovations in LPD. A systematic review of the literature from the LT perspective was performed and the conceptions of value were identified and then analyzed and contrasted with the concepts and characteristics of the areas of product development, marketing, and consumer psychology, which made possible the proposition of a conceptual model. The results show that customer value is multidimensional, and it was possible to identify the importance and the need for prioritization of certain dimensions of value for specific markets and customers. The conceptual model named VA2I presented in this study is generic and can be adapted and applied in any type of organization.
K E Y W O R D Scustomer value, industrial application, lean thinking, lean systems engineering, manufactured products, product development 1 or service meets customer expectations, rather than its actual performance attributes. 5,9,13 In this sense, if the concept of value is indefinite or intangible, the definition of waste will become even more incomprehensible-since the concept of waste is given as any activity that consumes resources but does not create value for the customer. 7, [14][15][16] Haque and James-Moore 4 state that from an implementation point of view, although there is a large amount of studies on LT, most of them Systems Engineering. 2020;23:281-293. c