Abstract
New product development is usually teamwork. Product development teams are created that are cross–functional, representing different functional units, or multidisciplinary, involving several disciplines, or both. In any case, conceiving and developing new products is a joint effort, which means that the traditional view of creativity may not apply. This view, characterized by a focus on individuals as agents of creativity and by the assumption that creativity is a unilateral quality, not a reciprocal or interactive phenomenon, continues to be influential. As a result, much of the dynamics of ‘newness–generation’ and ‘newness–reception’ in organizations remains to be studied. This paper describes the organization of new product development in a number of medium–sized companies. It will discuss the theoretical issues of newness generation in multidisciplinary new product development teams and newness reception in the larger organization, and present the results of a series of exploratory interviews.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
