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Benefits Of Ambiguity In New Product Development

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



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



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

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    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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    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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