The Effect of Project and Process Characteristics on Product Development Cycle TimeAbbie Griffin
Journal of Marketing Research, Vol. 34, No. 1, Special Issue on Innovation and New Products. (Feb., 1997), pp. 24-35.
The paper is based on a research which is aiming to empirically test the theories regarding the influence of complexity and newness to product development cycle time. In addition the paper examines if the use of cross functional teams and a formal product development process would influence the project performance.
The data for the research is gathered from diverse type of industry and companies and complexity and newness are operationalized by measures.
The paper in addition to testing the hypothesis concludesd that the application of cross functional teams in projects with high newness helps reducing product development cycle tme since these projects need more creativity and new ideas. Also the use of formal product development processes helps cycle time reduction when projects reach their physical design.
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