The New New Product Development Game

In today’s fast-paced, fiercely competitive world of commercial new product development, speed and flexibility are essential. Companies are increasingly realizing that the old, sequential approach to developing new products simply won’t get the job done. Instead, companies in Japan and the United States are using a holistic method—as in rugby, the ball gets passed within […]

by

Hirotaka Takeuchi

and

Ikujiro Nonaka

by

Hirotaka Takeuchi

and

Ikujiro Nonaka

From the Magazine (January 1986)

The rules of the game in new product development are changing. Many companies have discovered that it takes more than the accepted basics of high quality, low cost, and differentiation to excel in today’s competitive market. It also takes speed and flexibility.

A version of this article appeared in the January 1986 issue of Harvard Business Review.

Hirotaka Takeuchi is a professor in the strategy unit of Harvard Business School.
IN

Ikujiro Nonaka (inonaka@ics.hit-u.ac.jp) is a professor emeritus at Hitotsubashi University in Tokyo.

The New New Product Development Game

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