Purpose – The platform strategy adopted by firms in a multi‐project context reduces lead‐time and development cost, enhances reliability, allows mass customization and increases manufacturing flexibility. While the major challenges of this strategy have been highlighted, the evolution of...

Purpose – The purpose of this paper is to challenge the common claim of “infinite variety” being demanded in the marketplace by measuring not just how much variety theoretically could be produced, but how much is actually demanded by the customer. To this effect, the authors propose and...

Purpose – Effectively managing risk is an essential element of successful project management. In this sense, the present study seeks to propose a systematisation of technical risk management through the use of FMEA to optimise the decision making process in new product development (NPD)....

The paper analyses the organization of the new product development process at FIAT from a resource‐based perspective. The focus is on organizational resources for integrating dispersed specialist knowledge required in the development of complex products. The analysis shows how the application...

Purpose – Although cross‐functional teams are increasingly relied upon in developing new products, little is known about the ability of teams on adapting team objectives and strategies to environmental circumstances (i.e. team reflexivity), especially when teams are operating within a highly...