The new product development (NPD) environment is becoming more competitive with the pressures for, and the pace of, change ever increasing. A problem facing companies trying to improve their product development performance is the difficulty of comparing their NPD practice with that found in other companies. It was argued that lasting competitive advantage in NPD can be gained only via improvements to the internal and external aspects of product integrity. Product integrity has two dimensions, internal and external. Internal integrity is a function of the complexity of the internal product structure. External integrity relates to the complexity of the product user interface. The investigation reported in this article sought out ways in which these two complexities could be measured in practice.
|Journal||Journal of General Management|
|Publication status||Published - 2000|