Automotive firms are balancing the increasing needs for cost and time efficiency with the necessity of developing more innovative products to stand out on in a competitive market. The strive for efficiency has led to an increasingly structured development process with limited allowances for...

Purpose – To present an example of a successful attention‐generation strategy working with a win‐win logic in media. Design/methodology/approach – The research is part of a broader collaborative research approach investigating new product development processes, comprising several...