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Benefits Of Ambiguity In New Product Development

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  • ERIC BRUN

    ()
    (Department of Business Administration, University of Stavanger, 4036 Stavanger, Norway)

  • ALF STEINAR SÆTRE

    ()
    (Department of Industrial Economics and Technology Management, Norwegian University of Science and Technology, 7491 Trondheim, Norway)

  • MARTIN GJELSVIK

    ()
    (International Research Institute of Stavanger, 4068 Stavanger, Norway)

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    Abstract

    In this paper we challenge the traditional notion of ambiguity as an undesirable element in New Product Development (NPD) and explore how companies sometimes sustain or even increase ambiguity during their NPD projects. Based on qualitative analysis of case data from four NPD projects in the medical-device industry, we present a model by which this process can be better understood. We identify four ways that NPD projects can benefit from temporarily sustaining ambiguity: retaining fallback options, saving costs, saving time, and retaining ideas.

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    Bibliographic Info

    Article provided by World Scientific Publishing Co. Pte. Ltd. in its journal International Journal of Innovation and Technology Management.

    Volume (Year): 05 (2008)
    Issue (Month): 03 ()
    Pages: 303-319

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    Handle: RePEc:wsi:ijitmx:v:05:y:2008:i:03:p:303-319

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    Related research

    Keywords: New product development; ambiguity; qualitative research;

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