Along with deciding the degree of novelty of product attributes, structuring an NPD team will also have a significant impact on a project, according to the JPIM article “Continuity, Change, and New Product Performance: The Role of Stream Concentration.” Though teams with experience working together tend to be more efficient, there can be negative implications when it comes to producing innovative ideas. Changing the composition of teams, however, can boost creativity. Yet another factor to consider is the individuals within a team, particularly when it comes to their NPD experience, or what the article refers to as “stream concentration.” Stream concentration correlates directly with specialized product knowledge. At a higher magnitude, it acts as a constraint on innovation. Ultimately, the article proposes that product attribute change and team change are compliments when it comes to new product performance, with moderate levels of change being optimal for both dimensions. Considering the moderating effect of stream concentration when managing change in NPD projects may also be beneficial.
https://onlinelibrary.wiley.com/doi/full/10.1111/jpim.12521
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Gabriela Pinotti
Graduate Research Assistant
Oakland University
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