Abstract
The grounded-theory case study methodology was applied to examine a profitable company in cellular phone New Product Development (NPD). The goal was to participate in focus groups of NPD teams to document how they reverse-engineered competitive designs. The focus group theme analysis was linked to taxonomies applied by similar empirical case studies in the literature. A brain storming technique was used with the case study focus group to capture and contrast the ideation processes with knowledge creation and educational psychology theories. Several models were created to externalise the NPD team design processes.
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