THE EVOLUTION OF THE PRODUCT LIFECYCLE: A HOLISTIC PERSPECTIVE ON DATA, PROCESSES AND CHANGE

The traditional Product Lifecycle can be represented as a linear sequence of operational phases mapping the evolution of a product from launch to disposal. However, despite the historical significance of framework, this view has proven to be insufficient to address modern complexities and the urgency of sustainability. This thesis explores the evolution of the linear model, highlighting the necessity of redesigning the cycle in a circular way, following a “cradle-to-cradle” philosophy. In this way, products are intentionally designed so that all components and materials can be endlessly recovered, recycled or returned to nature, without any loss of value. The research also proposes a reinterpretation of the PLC. Modern products are no longer managed only as isolated physical entities, but also as structured systems of data that outlast the material item itself to enable its future recovery, recycling or regeneration. Therefore, data governance and strategic design, development and orchestration of cross-functional processes represent the main foundations for circularity because, through well-defined workflows, product information can flow seamlessly across different systems and actors. The research argues that the informational flow itself must mirror a circular pattern: rather than terminating at the end-of-life stage, product data must be captured, preserved and strategically reintegrated into the early stages of processes. In fact, recycling information back into the design phase can become a strategic asset to optimize future product variations. In this way, prioritizing process integration becomes the key for preventing data fragmentation, functional silos and the closure of the physical and informational loop. The thesis also highlights the crucial role of change management, which is far from being just a set of supportive activities, since it directly targets the way people think and act, driving the cultural shift and redefinition of the new mindset necessary to sustain innovation. In fact, the transition towards a Circular PLC requires a structured strategy aligning corporate culture, clarifying roles and responsibilities, and guiding employees in navigating increasing informational complexity. To ensure the operational success of this model, change management forces organizations to look beyond the traditional vision of products, recognizing that modern competitiveness is governed by invisible, yet critical, flows of information, and that circularity, waste minimization and reuse of resources should become operational standards, rather than just ideas. To empirically demonstrate these concepts, the thesis also analyzes a practical case study based on a data-transformation initiative developed within a leading global FMCG corporation. The analysis is prepared based on information gathered through direct involvement during a curricular internship. The focus is on the early stages of product development, where creative ideas get translated into product specifications, requiring a major product-data alignment program. By establishing this digital continuity, the program demonstrates that making sure that informational circularity is enabled is the prerequisite for enabling physical product circularity and material reuse in the future. To allow this transition, a dedicated change management initiative has been conducted, by simplifying workflows and facilitating cross-functional collaboration between departments. In conclusion, the study demonstrates that a true circular approach can be obtained only when companies successfully balance robust digital architecture, strategic capabilities and structured change management, proving that innovation and transition cannot be enabled by digital tools alone, but also by a re-design and optimization of processes and a true commitment to change.