Theoretical and practical investigation on an effective management of concept shifting during a new product development project

点击翻译按钮获取中文摘要

The seven cases about concept creation during a new product development were developed by using data from publications and direct interviews. In order to investigate the cases, I developed a framework based on organization as interpretation system perspective. Investigating the cases by applying the obtained framework, it was found that a process of concept shifting can be broken down into three patterns. It was also suggested that the performance of a new product development varies according to the patterns of concept shifting