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  • 1.  Change in NPD Projects

    Posted 12-14-2020 11:01

    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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  • 2.  RE: Change in NPD Projects

    Posted 01-25-2021 00:49
    Stream Concentration is a new concept to me.  I find it fascinating.  Thinking back on the product development teams on which I've participated and led I think stream concentration would be a valuable application to consider.  Especially for projects looking for radical innovation, as compared to incremental.
    Thank you for sharing, Gabi.

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    [Sue] [Burek] [NPDP]
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  • 3.  RE: Change in NPD Projects

    Posted 01-26-2021 12:23
    While my experience agrees with the research findings - that is, prior NPD experience within a given set of products affects NPD performance - I am critical of the research itself.  I challenge how the creation of music can be related to what we (here) would define as the entire NPD process (emphasis on "entire"); it is rather one-dimensional discipline (not multi-discipline), tends to exclude customer/user involvement (non-iterative), and it could only very weakly be related to tangible NPD projects (no mention of investments made / RoI).  Given the abundance of tangible products being developed, I would have preferred a more diverse data set than just artistic music.  This paper is non-citable.


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    Bruce Santos
    Project Leader
    Product Design Experts
    Dresher
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