Abstract
Many studies have pointed out that the integration of product and supply chain is a key factor for profitability and efficiency. However, most studies address supply chain performance after the creation of a new product; and only a few studies discuss when and how to incorporate supply chain decisions during product design. This paper presents a graph theory based optimization methodology to tackle this problem and the supplier selection issue is considered by evaluating its impact on both internal (e.g., ease of assembly) and external enterprise performance (e.g., transportation and lead time). These sub-performance measures are aggregated into the supply chain performance at the conceptual design stage with a case study in the bicycle industry.