The new product development process: a sphenomorphic management model

Abstract

This paper introduces a new model of the management of the new product development process (NPDP), especially as it applies to the complex environment of engineering–based NPDPs. A review of previous attempts at modelling the process concludes that such models are becoming inadequate in view of the increasing complexity and changing conditions now influencing the process. By looking in detail at the NPDP, the problems relating to the management of the process are addressed. Current ideas on managing complexity and chaotic systems are used to develop a recursive model, which, from its wedge–like shape, is termed a 'sphenomorph'. A hierarchical collection of sphenomorphs combine to form the complete engineering programme. Further, each sphenomorph comprises four distinct stages, each requiring a different management style for success. The need for adaptive managers, capable of dealing with all four stages of the development process, is considered and methods are reviewed whereby such management characteristics may be identified and encouraged through appropriate training and development.