3 Desarrollo Producto PDF

Product Development: Past Research, Present Findings, and Future Directions
Author(s): Shona L. Brown and Kathleen M. Eisenhardt

Source: The Academy of Management Review, Vol. 20, No. 2 (Apr., 1995), pp. 343-378
Published by: Academy of Management
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0 Academy of Management Review
1995, Vol. 20, No. 2, 343-378.
PRODUCTDEVELOPMENT: PAST RESEARCH,

PRESENTFINDINGS, AND FUTUREDIRECTIONS
SHONAL. BROWN
KATHLEEN M. EISENHARDT
Stanford University
The literature on product development continues to grow. This re-

search is varied and vibrant, yet large and fragmented. In this article
we first organize the burgeoning product-development literature into
three streams of research: product development as rational plan, com-
munication web, and disciplined problem solving. Second, we syn-
thesize research findings into a model of factors affecting the success
of product development. This model highlights the distinction be-
tween process performance and product effectiveness and the impor-
tance of agents, including team members, project leaders, senior
management, customers, and suppliers, whose behavior affects these
outcomes. Third, we indicate potential paths for future research
based on the concepts and links that are missing or not well defined
in the model.
Innovation research splits into two broad areas of inquiry (Adler,

1989). The first, an economics-oriented tradition, examines differences in
the patterns of innovation across countries and industrial sectors, the
evolution of particular technologies over time, and intrasector differences
in the propensity of firms to innovate (e.g., David, 1985; Dosi, 1988; Nelson
& Winter, 1977; Urabe, Child, & Kagono, 1988). The second, an organiza-
tions-oriented tradition, focuses at a microlevel regarding how specific
new products are developed (e.g., Ancona & Caldwell, 1992b; Clark &
Fujimoto, 1991; Zirger & Maidique, 1990). Here, the interest is in the struc-
tures and processes by which individuals create products. In this article,
we focus on this latter area of the broader innovation literature.
Product development is critical because new products are becoming
the nexus of competition for many firms (e.g., Clark & Fujimoto, 1991). In
industries ranging from software to cars, firms whose employees quickly
develop exciting products that people are anxious to buy are likely to win.
The writing of this article was generously supported by funding from the Alfred P. Sloan
Foundation to the Stanford University Computer Industry Project. Kathleen M. Eisenhardt
also was generously supported as the Finmeccanica Faculty Scholar. The authors thank
Deborah Dougherty, D. Charles Galunic, Rebecca Henderson, Neil Kane, Laura Kopczak,
Dorothy Leonard-Barton, and Mark Zbaracki for their helpful comments. In addition, they
thank Susan E. Jackson and the anonymous reviewers at AMR for their insightful sugges-
tions.
343

344 Academy of Management Review April
In contrast, firms introducing "off-the-mark" products are likely to lose.

Product development is thus a potential source of competitive advantage
for many firms (Brown & Eisenhardt, 1995). Product development is also
important because, probably more than acquisition and merger, it is a
critical means by which members of organizations diversify, adapt, and
even reinvent their firms to match evolving market and technical condi-
tions (e.g., Schoonhoven, Eisenhardt, & Lyman, 1990). Thus, product de-
velopment is among the essential processes for success, survival, and
renewal of organizations, particularly for firms in either fast-paced or
competitive markets.
During the past 10 years, the pace of product-development research
has quickened as numerous academic scholars have probed the secrets of
product-development prowess (e.g., Ancona & Caldwell, 1990; Clark &
Fujimoto, 1991; Dougherty, 1990; Zirger & Maidique, 1990). Interest in prod-
uct development plus preachings about the importance of proficient prod-
uct development have reverberated in the popular press (Business Week,
1992; Dumaine, 1991; Schendler, 1992). The underlying rationale appears
to be that, although technical and market changes can never be fully
controlled, proactive product development can influence the competitive
success, adaptation, and renewal of organizations. However, because
this large and fragmented literature has not been tied together to create
cogent understanding, it is difficult to grasp what is actually known.
Thus, the purpose of this article is to improve the understanding of prod-
uct development.
We begin by organizing the empirical literature on product develop-
ment into three streams: product development as rational plan, commu-
nication web, and disciplined problem solving. By the empirical literature
on product development, we mean articles published in major English-
language organizations-oriented North American and European journals
where this work is likely to appear' and a few, unpublished studies. We
specifically focus on normative empirical studies of product development
in which the development project is the unit of analysis. Even with these
constraints, it is still impossible to cover all studies in one review article.
As we built the literature review, we selected studies based on the rigor
of their empirical methods and the degree to which they were cited by
others. We allowed the network of studies to grow forward and backward
in time with no constraints. As a cross-check against the burgeoning
network of citations, we iteratively returned to the journals. Through this
process, the three distinct networks of research that we describe and the
temporal boundaries between 1969 and the present emerged.
1 We included Administrative Science Quarterly, Academy of Management Review,

Organization Science, Organizational Studies, Journal of Management Studies, Harvard
Business Review, California Management Review, Research Policy, and Journal of Product
Innovation Management.

1995 Brown and Eisenhardt 345
Second, we synthesize these research findings into a model of factors

affecting the success of product development (see Figure 1). This model
integrates the common findings of the research streams and blends in
complementary ones. In addition, the model attempts to build a theoret-
ical framework for the findings in these streams.
Third, we indicate potential paths for future research. These paths
are centered on the effects that the development process and product
concept have on product success, patterns of organizing product-
development work, strategic management, and customer/supplier in-
volvement. Overall, the intent of the article is to contribute an under-
standing of the past literature, a model of current thinking, and a sense of
future directions.
LITERATURE
REVIEW
The product-development literature is vast, ranging from broad-

brush explorations to in-depth case studies and across many types of
products, firms, and industries. In this section, we create an organizing
template for this work. Although several templates are possible, we have
organized this one around three emergent research streams: rational
plan, communication web, and disciplined problem solving. The three
streams are summarized along key dimensions in Table 1.
We shaped our review around these streams because each involves
a pattern of cumulative citations evolving from one or two pioneering
studies. The rational stream builds on the Myers and Marquis (1969) and
SAPPHO studies (Rothwell, 1972; Rothwell et al., 1974);the communication
stream, on the early work of Allen at the Massachusetts Institute of Tech-
nology (MIT) (1971, 1977); and the problem-solving stream, on Imai and
colleagues' (1985) study of successful Japanese products. Each stream's
focus reflects an evolution based on the constructs highlighted in the
pioneering works. The result has been three relatively coherent and dis-
tinct bodies of research.
Further, although there are overlaps in focus across the streams (e.g.,
all streams investigate how different players, processes, and structures
affect performance), research within each stream centers on particular
aspects of product development. The rational plan research focuses on a
very broad range of determinants of financial performance of the product,
whereas the communication web work concerns the narrow effects of
communication on project performance. Disciplined problem solving cen-
ters on the effects of product-a development team, its suppliers, and
leaders on the actual product-development process.
Moreover, the research within each stream is theoretically and meth-
odologically similar. The rational plan perspective is primarily explor-
atory and atheoretical and, thus, helps to broadly define the relevant
factors for product-development research. The communication web

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TABLE 1
Comparison of Three Research Streams
Communication Disciplined Problem
Concepts Rational Plan Web Solving
Key idea Success via superior Success via internal Success via
product, attractive and external problem solving
market, rational communication with discipline
organization
Theory Mostly atheoretical Information and Information
resource including
dependence problem solving
Methods Bivariate analysis; Deductive and Progression from
single informant; inductive; inductive to
many independent multivariate; deductive; multiple
variables multiple informants; single
informants industry, global
studies
Product Product advantage- Product integrity-
cost, quality, product vision
uniqueness, fit that fits with
with core customers and
competence firm
Market Size, growth,
competition
Senior management Support Subtle control
Project team X-functional, skilled X-functional
Communication High cross- High internal, high High internal
functional external-various
types and means
Organization of work Planning and Overlapped phases,
"effective" testing, iterations,
execution and planning
Project leaders Politician and small Heavyweight leader
group manager
Customers Early involvement
Suppliers Early involvement High involvement
Performance Financial success Perceptual success Operational
(dependent variable) (profits, sales, (team and success (speed,
market share) management productivity)
ratings)
stream complements this atheoretical view by relying on information-

processing and resource dependence theoretical perspectives in the con-
text of traditional research studies. The disciplined problem-solving
stream takes the theoretical perspective of information processing one

step further to problem-solving strategies, using a progression from in-

ductive to deductive research and an emphasis on global industry stud-
ies.
Overall, these three streams seem, to us, to capture best the cumu-
lative patterns of product-development research. In this section, we out-
line these streams, including their key concepts, critical findings, under-
lying theory, methods, strengths, and weaknesses. However, as noted,
although these streams are coherent bodies of work, they also comple-
ment and somewhat overlap one another. So, in the subsequent section,
we emphasize these overlaps and complementarities by blending them
into an integrative model of product development.
Product Development as Rational Plan
This rational plan perspective emphasizes that successful product

development is the result of (a) careful planning of a superior product for
an attractive market and (b) the execution of that plan by a competent and
well-coordinated cross-functional team that operates with (c) the bless-
ings of senior management. Simply put, a product that is well planned,
implemented, and appropriately supported will be a success.
The focus in this stream is on discovering which of many independent
variables are correlated with the financial success of a product-
development project. The studies often are exploratory, and their perspec-
tive is broad. Typically, researchers gather questionnaires or possibly
interview responses from well-placed, single informants. Informants usu-
ally are asked to explain why a product succeeded or failed, using a wide
spectrum of internal and external factors. However, because results are
often empirically observed correlations with success, the theoretical un-
derstanding of relationships usually is quite limited, and nonsignificant
findings often are not reported. Selected studies in this stream are sum-
marized in Table 2, and a model is presented in Figure 2.
The earliest work in this stream emphasized the importance of market
issues over purely technical ones for successful product development. For
example, Myers and Marquis (1969) studied the development of 567 suc-
cessful products and processes in over 100 firms and 5 industries. Their
principal result was that market pull (i.e., identifying and understanding
users' needs) was substantially more important to the success of the prod-
ucts than technology push, and thus a cross-functional view was a key
component of product success.
Later studies added failures to the mix (e.g., Rothwell, 1972; Ruben-
stein, Chakrabarti, O'Keefe, Souder, & Young, 1976). The SAPPHO studies
(e.g., Rothwell, 1972; Rothwell et al., 1974) were conducted using 43 suc-
cess and failure pairs among chemical and instruments firms within the
United Kingdom. The authors found that 41 factors, including understand-
ing users' needs, attention to the market, efficient development, and se-
nior leadership, were significantly related to successful product develop-

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FIGURE 2
Rational Plan Model of Product Development
Team Composition
*Cross-functional1
Team Organization of Work

*Planning\
Team Process
*Cross-functional\ \
communication\\
\F\twithfrPerfopeance
Senior Management Prft
*Support
Ioeme*Market share
Product Effectiveness/
*Fit with market needs///
Unique benefits///
Quality///
*Hg growthit
Cost/ //
Clear concept/ //
*Fit with firm competencies/ //
Market/ / /
*Large/ / /
*Hfighgrowth/ /
*Low competition / /
Customer / /
ofinvolvement/
Supplier /
oInvolvement

ment. Although the large number of factors makes it difficult to hone

precise managerial und theoretical implications, this breadth of findings
yields a comprehensive view of the important issues within product de-
velopment. The SAPPHO studies were then followed by similar studies in
other countries such as Finland (Kulvik, 1977), Hungary (Szakasits, 1974),
and West Germany (Gerstenfeld, 1976).
Subsequent research sharpened the emergent emphases on product
advantages, market attractiveness, and internal organization. Particu-
larly important were two studies by Cooper (1979; Cooper & Kleinschmidt,
1987). The first, the NewProd study (Cooper, 1979), examined 102 success-
ful and 93 failed products within 103 industrial firms in Canada. A sub-
sequent study by Cooper and Kleinschmidt (1987) examined hypotheses
from the NewProd and other studies using 203 products in 125 manufac-
turing firms, including 123 successes and 80 failures. Data were gathered
from either the most knowledgeable manager or managers using a struc-
tured interview questionnaire. Success and failure were measured by 11
mostly financial measures, including profitability, payback, sales, and
market share.
The authors observed that the most important determinant of product
success was product advantage. The intrinsic value of the product, in-
cluding unique benefits to customers, high quality, attractive cost, and
innovative features, was the critical success factor. Such products were
seen as superior to competing products and solved problems that custom-
ers faced.
Internal organization also was critical to product success. Particu-
larly important was predevelopment planning. This included developing
a well-defined target market, product specifications, clear product con-
cept, and extensive preliminary market and technical assessments. Other
internal organization factors also were important, including cross-
functional skills and their synergies with existing firm competencies. Top
management support also was important, but less so than these other
factors.
Finally, market conditions also affected product success. Cooper and
Kleinschmidt (1987) found that products that entered large and growing
markets were more likely to be successful. In addition, products intro-
duced into markets with low overall intensity of competition were more
successful. However, they also noted that market characteristics were
less important to commercial success than were product and internal
organization factors such as product advantage, clear product concept,
and predevelopment planning.
More recently, Cooper and Kleinschmidt (1993) conducted another
NewProd study of product development in the North American and Euro-
pean chemical industries. The authors replicated some of their earlier
findings. Most notably, they once again found that product advantage
was most strongly associated with financially successful products. Con-
trary to their earlier study, the authors found in this case that market

competitiveness had no relationship with product success. These results

suggest that the effect of market competitiveness on project outcomes
needs further investigation.
The Stanford Innovation Project also emphasized product advantages,
market attractiveness, and internal organization. Seventy product suc-
cess/failure pairs initially were surveyed and, from these, 21 case studies
were subsequently conducted (Maidique & Zirger, 1984, 1985). The third
study expanded the first two by examining 86 success/failure product
pairs (Zirger & Maidique, 1990). The data were gathered using a ques-
tionnaire that asked respondents to compare a product success with a
product failure within their firms. Twenty-three items were examined us-
ing factor analysis and then 2-group discriminant analysis (Zirger &
Maidique, 1990). The respondents were senior executives in the electron-
ics industry who were attending an executive education program. Suc-
cess was measured by whether executives considered the product to be a
financial loss or a profit contributor. All hypotheses were supported.
The authors' conclusions read like a blueprint for a rationally
planned product-development effort. First, excellent internal organiza-
tion was important (i.e., smooth execution of all phases of the develop-
ment process by well-coordinated functional groups). For example, the
authors wrote, "Products are more likely to be successful if they are
planned and implemented well" (Zirger & Maidique, 1990: 879). Products
that had top management commitment and were built on existing corpo-
rate strengths were also likely to be successful. In addition, product fac-
tors were critical. Successful products provided superior customer value
through enhanced technical performance, low cost, reliability, quality, or
uniqueness. Finally, market factors also affected product success. Early
entry into large, growing markets was more likely to lead to success.
More recently, other authors have identified specific aspects of ratio-
nal planning, such as predevelopment planning (Dwyer & Mellor, 1991)
and a focus on marketing and R&D involvement (Hise, O'Neal, Parsura-
man, & McNeal, 1990), that correlate with product success. Another trend
is to focus not on financial success but rather specifically on the speed of
product development (e.g., Cordero, 1991; Mabert, Muth, & Schmenner,
1992). For example, Gupta and Wilemon (1990) focused on accelerating
product-development pace. These authors polled 80 executives concern-
ing factors that slowed or accelerated the development processes. Their
suggestions for fast product development emphasized internal organiza-
tion, including the importance of early cross-functional, customer, and
supplier involvement in the process and visible top management support,
more resources, and better teamwork (Gupta & Wilemon, 1990).
Overall, according to this stream of research, successful product de-
velopment is the result of rational planning and execution. That is, suc-
cessful products are more likely when the product has marketplace ad-
vantages, is targeted at an attractive market, and is well executed
through excellent internal organization. Specifically, internal organiza-

tion is conceptualized as carefully planned predevelopment activities,

execution by competent and well-coordinated cross-functional teams
playing on the synergies of the firm, and significant support from top
management.
This broad-brush approach leads to an excellent and a comprehen-
sive overview of the product-development process, which emphasizes
features of the product, internal organization, and the market. This same
breadth, however, also somewhat undermines the contributions of the
stream. To use a colloquialism, it is often difficult to observe the "new
product development" forest amid myriad "results" trees. The findings of
many studies read like a "fishing expedition"-too many variables and
too much factor analysis. In this research stream, it is not uncommon for
a study to report 10 to 20 to even 40 or 50 important findings (e.g., Hise et
al., 1990; Rubenstein et al., 1976). Further, extensive bivariate analysis is
commonplace, and this blurs possible multivariate relationships.
Second, the research stream relies heavily on retrospective sense
making of complex past processes, usually by single informants. Individ-
uals often are asked to quantify subjective judgments surrounding long
lists of success and failure factors. The frequent use of single informants
simply exacerbates these methodological problems. Thus, the research
results are likely to suffer from a host of attributional and other biases,
memory lapses, and myopia, which are associated with subjective, ret-
rospective sense-making tasks.
Most important, the research in this stream often presents results
without relying on well-defined constructs. Thus, is it surprising that bet-
ter products are more likely to be successful or that well-executed pro-
cesses are likely to produce more successful products? Rather, the next
step is figuring out just what is a "better" product or just how do people go
about the "effective" execution to develop such a product. Research in this
stream is largely atheoretical as well, and so it fails to take the next
theory-building step. For example, Zirger and Maidique (1990) found that
entry into large, growing markets improves a project's performance. How-
ever, this result is not theoretically integrated with existing research that
warns of first-mover disadvantages (Lieberman & Montgomery, 1988) or
describes the power of imitation strategy (Bolton, 1993). Moreover, given
their often exploratory nature, studies in this stream often do not report
nonsignificant findings, which further inhibits theory building. Nonethe-
less, despite these shortcomings, this research stream has been enor-
mously important, particularly in creating an early and a broad under-
standing of which factors are essential for successful product
development and for emphasizing the role of the market in what is often
conceived of as a purely technical or organizational task.
Product Development As Communication Web
A second stream of product-development research centers on commu-
nication. This research stream has evolved from the pioneering work of

Allen at MIT (1971, 1977). The underlying premise is that communication

among project team members and with outsiders stimulates the perfor-
mance of development teams. Thus, the better that members are con-
nected with each other and with key outsiders, the more successful the
development process will be.
In contrast to the first perspective, this stream is narrowly focused on
one independent variable-communication. Thus, these studies empha-
size depth, not breadth as in the rational plan, by looking inside the
"black box" of the development team. They complement the rational lens
by including political and information-processing aspects of product de-
velopment. The result is excellent theoretical understanding of a narrow
segment of the phenomenon. In this case, there also is greater method-
ological sophistication (e.g., multiple informants, multivariate analysis)
than in the first stream. Selected studies in this stream are highlighted in
Table 3, and a model is presented in Figure 3.
Some of the earliest empirical research along these lines was focused
on the flow of information in R&D groups (e.g., Allen, 1971, 1977). Often the
approach used was to have professionals keep track of their communica-
tions for some period of time. For example, Katz and Tushman (1981)
studied the performance of project groups in the R&D facility of a large
corporation. In 60 project groups, a total of 345 professionals kept track of
their communications for a randomly chosen day each week for 15 weeks.
The results of these early studies highlight the importance of external
communication to success. Specifically, these studies observed the pres-
ence of "gatekeepers"-(i.e., high-performing individuals who also com-
municated more often overall and with people outside their specialty)
(Allen, 1971). These gatekeepers brought information into the organiza-
tion and dispersed it to fellow team members. The authors noted that
gatekeepers not only gathered and translated external information, but
they also facilitated the external communication of their fellow team
members (Katz & Tushman, 1981). Further, members of development
projects with gatekeepers performed better than those without, even after
accounting for the direct effect of the gatekeeper's high, personal perfor-
mance. Teams with gatekeepers communicated more externally, leading
to improved project performance (Katz & Tushman, 1981). Finally, Von
Hippel (1986) noted how important communication with key customers
was regarding better product designs.
Other authors have built on this early work by Allen and colleagues.
For example, the content of external communication has been examined
closely by Ancona and Caldwell (1990, 1992a,b). These authors collected
questionnaires from 409 members of 45 new product-development teams
in 5 companies on communication and success patterns. Success was
measured by subjective team and management ratings of performance.
The authors found that team members communicated more with outsiders
who had similar functional backgrounds. Thus, when there were more
functions represented on the team, there was more external communica-

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FIGURE 3
Communication Web Model of Product Development
Team
Composition
|Gatekeepers
*Moderaltetenure
Team\
Internal Communication
Performance
*High
*Experiential *Various, frequently
*Iterative perceptual measures
*Nonroutine
Project Leader
*Power
Team
External Communication
*High
*Ambassadorial,
task coordination
tion by the team as a whole and better management-rated performance

(Ancona & Caldwell, 1992a).
More important, the authors (Ancona & Caldwell, 1990) developed a
typology of external communication or "boundary-spanning" behaviors.
Ambassador activities consisted of political activities such as lobbying
for support and resources as well as buffering the team from outside
pressure and engaging in impression management. Task coordination
involved coordination of technical or design issues. Scouting consisted of
general scanning for useful information, whereas guard activities were
those intended to avoid the external release of proprietary information.
Ancona and Caldwell (1992b) subsequently identified group-level
strategies employed by the 45 product-development teams in their sam-
ple. One of this study's most interesting findings was that the frequency
of external communications was not a significant predictor of team per-
formance. Rather, communication strategy was germane. The most suc-
cessful product-development teams engaged in a comprehensive external
communication strategy, combining ambassador and task-coordination
behaviors that helped these teams to secure resources, gain task-related
information, and so enhance success. In contrast, less successful product-
development teams used strategies involving fewer types of external

communication activities and less overall external communication. Thus,

more effective teams engaged in both political and task-oriented external
communications, suggesting that product-development teams must at-
tend not only to the frequency of external communication, but also to the
nature of that interaction (Ancona & Caldwell, 1992b). Work by Benjamin
(1993) has led to similar conclusions regarding the importance of external
political communication and impression management.
There also has been interest in internal communication among team
members. For example, in his study of 32 project groups, Keller (1986)
found that internal group cohesion helped performance. Similarly, An-
cona and Caldwell (1992a) found that teams with more thorough internal
communication (e.g., they defined goals better, developed workable
plans, and prioritized work) had superior performance. Also, Joyce (1986)
observed that powerful project leaders in matrix organizations often en-
hanced the quantity of internal communication but decreased its quality.
The critical cross-functional issues of internal communication have
been explored by Dougherty (1990, 1992; Dougherty & Corse, In press).
This research consisted of a multiple case, inductive study of the barriers
that hinder cross-functional communication. The study examined 18 new
product-development efforts in 5 firms. Failed products were those that
were canceled after introduction. Successful products were those that
were meeting or exceeding expectations after introduction. Later research
(Dougherty & Corse, In press) extended the sample to 40 projects, 134
people, and 15 firms. A key feature is emphasis on innovative product
development in large, established firms.
Dougherty (1990) demonstrated that various functional departments
were tantamount to "thought worlds," each with its own "fund of knowl-
edge"-what members know-and "system of meaning"-how members
know (Dougherty, 1992). Not surprisingly, individuals from different de-
partments understood different aspects of product development, and they
understood these aspects in different ways. This difference led to varying
interpretations, even of the same information. Interestingly, what distin-
guished successful projects was not the absence or presence of these
barriers, but rather how they were overcome. For successful products,
cross-functional personnel combined their perspectives in a highly inter-
active, iterative fashion (Dougherty, 1990). This type of internal commu-
nication appeared to increase information content. In contrast, failed
products were characterized by sequential attention by functional groups
such that each departmental view dominated a particular phase of the
project.
Project teams also overcame cross-functional communication barriers
when team members participated in concrete tasks together and violated
routines such as usual relationships and divisions of tasks (e.g., Dough-
erty, 1992; Dougherty & Corse, In press). These tactics for organizing in-
ternal communication appeared to increase the information flow during
the communication process. Dougherty (1992) described, for example, how

one team met with customers directly in focus groups to achieve a com-
mon team understanding of who the customer was. This common expe-
rience improved the information content of the communication as team
members developed a common understanding of the customer while
working together.
Finally, researchers also have been interested in how communication
affects the performance of teams over time. For example, Katz (1982) ex-
plored the relationship among the mean tenure of a team, the degree of
external communication, and performance. In his study of 50 product-
development teams in a large American corporation, he found that ini-
tially group performance increased with increasing mean tenure of the
group, but this relationship reversed and performance dropped off after
five years. The decline in performance was significantly correlated with
a decline in external communication.
In summary, the results indicate that external communication is crit-
ical to successful product development. However, this stream goes be-
yond this rather intuitive result to illustrate how teams increase their
external communication and what types of communication are important.
Specifically, successful product-development teams include gatekeepers,
who encourage team communication outside of their groups, and power-
ful project managers, who communicate externally to ensure resources for
the group. In addition, such teams also engage in extensive political and
task-oriented external communication. The underlying rationale is that
politically oriented external communication increases the resources of
the team, whereas task-oriented external communication increases the
amount and variety of information. These types of communication, in
turn, aid the development-process performance.
Similarly, internal communication improves development-team per-
formance. For example, managers who are inwardly focused on the tech-
nical issues of the project will enhance internal communication and im-
prove team performance. Cross-functional teams that structure their
internal communication around concrete tasks, novel routines, and fluid
job descriptions also have been associated with improved internal com-
munication and successful products. These observations on how to break
down cross-functional barriers are particularly critical insights. Thus,
high internal communication increases the amount and variety of internal
information flow and, so, improves development-process performance.
Overall, two theoretical themes emerge in the literature. One, an
information-processing view, emphasizes that frequent and appropri-
ately structured task communication (both internal and external) leads to
more comprehensive and varied information flow to team members and,
thus, to higher performing development processes. The second, a re-
source dependence view, emphasizes that frequent political communica-
tion (typically external) leads to higher performing development pro-
cesses by increasing the resources (e.g., budget, personnel, equipment)
available to the team.

In contrast, the principal shortcoming of this perspective is that it is

so focused on communication by project team members that other factors
(e.g., organization of the work, product attributes, market attractiveness)
are neglected. There are also other problems. For example, although this
research is more methodologically sophisticated than the first stream
(e.g., multiple informants, multivariate analysis, tighter constructs), per-
formance measures frequently are very subjective, and so it is difficult to
know whether the results would replicate for more objective measures of
performance, such as product profitability. In addition, the research in
this stream does not distinguish between different types of products, such
as incremental versus breakthrough versus platform products. However,
as Katz (1982) observed, such distinctions may affect appropriate types of
communication.
Despite these problems, this research stream has been influential,
particularly in highlighting the political and information-processing dy-
namics underlying the communication processes of successful product-
development teams. Thus, the in-depth focus of the communication web
complements the sweeping perspective of the rational plan.
Product Development as Disciplined Problem Solving
A third stream of research is what we have termed the disciplined
problem-solving perspective. This stream evolved from studies of Japa-
nese product-development practices in the mid-1980s (e.g., Imai et al.,
1985; Quinn, 1985). In this case, successful product development is seen as
a balancing act between relatively autonomous problem solving by the
project team and the discipline of a heavyweight leader, strong top man-
agement, and an overarching product vision. The result is a fast, produc-
tive development process and a high-quality product concept. Selected
studies are summarized in Table 4, and a corresponding model appears
in Figure 4.
Case-based research (Imai et al., 1985; Quinn, 1985; Takeuchi & No-
naka, 1986) laid the groundwork for this stream of research. For example,
Imai and colleagues (1985) studied seven successful product-development
efforts in five different Japanese companies across several industries. The
seven products included Fuji-Xerox's FX-3500 copier, the City box-car by
Honda, and the Canon Auto Boy (Sure Shot) camera. Performance was
defined in terms of speed and flexibility of development.
The authors found several management practices that were particu-
larly effective for fast, efficient product development. One was the exten-
sive use of supplier networks. The researchers observed that strong for-
mal ties to suppliers and R&D networks were very important to the
product-development process. In such networks, suppliers can acquire a
very high level of technical skill in a specialized area, which allows them
to fulfill sudden or unusual requests quickly and effectively.
Imai and colleagues (1985) also observed a problem-solving strategy
involving cross-functional development teams that aided effective

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product development. When the development team was composed of

members with varied functional specializations, team members had ac-
cess to more diverse information. In addition, cross-functional teams per-
mitted the overlap of development phases, which also quickened the pace
of product development. Furthermore, the authors observed that product
development was accelerated by overlapping of development phases and
cross-functional teams only if supported by continuous communication
among project members. This communication increased the information
flow among team members, making it easier for team members to under-
stand each other's specialties and to coordinate overlapped development
phases. The creation of redundant information (Nonaka, 1990) and an
emphasis on extensive multifunctional training (Imai et al., 1985) also
were related to this style of problem solving.
Finally, Imai and colleagues (1985) noted that rather than playing just
a supportive role, as suggested by the rational plan studies (e.g., Cooper
& Kleinschmidt, 1987; Gupta & Wilemon, 1990; Zirger & Maidique, 1990),
senior management should engage in "subtle control." The key idea be-
hind subtle control is that members of successful project teams maintain
a balance between allowing ambiguity, such that creative problem solv-
ing can flourish at the project team level, and exercising sufficient
control, such that the resulting product fits with overall corporate compe-
tencies and strategy. The authors found that, for the best performance
results, senior management engaged in subtle control by communicating
a clear vision of objectives to their teams while simultaneously giving
team members the freedom to work autonomously within the discipline of
that vision.
Later research replicated and extended this early work. For example,
several Harvard researchers studied the management of product-
development projects in the auto industry (Clark et al., 1987; Clark &
Fujimoto, 1991; Hayes, Wheelwright, & Clark, 1988). These very impres-
sive data consist of in-depth case studies of 29 major car-development
projects across 20 companies-3 American, 8 Japanese, and 9 European.
Similar to the aforementioned study by Imai and his colleagues, this
research examined new models of established products, not break-
through products. This auto industry data measured the performance of
the product-development process along three dimensions: total product
quality, lead time, and productivity.
The authors (e.g., Clark et al., 1987; Clark & Fujimoto, 1991) replicated
earlier findings. They reported that extensive supplier networks coupled
with overlapping product-development phases, communication, and
cross-functional groups (what they term integrated problem solving) im-
proved the performance of development teams. The authors also intro-
duced two central concepts: heavyweight team leaders and product in-
tegrity. These two concepts help to clarify the meaning of subtle control.
"Heavyweight" team leaders are powerful "linking pins" who, on the
one hand, coordinate the activities of a product-development team and,

on the other hand, work with senior management to create an overarching

product concept. Thus, senior management can exercise subtle control
through the use of such leaders who manage their teams in the context of
a product vision. The findings indicate that these team leaders are able to
gain resources, command respect, and break down traditional functional
allegiances while simultaneously building a strong product vision (Clark
et al., 1987; Clark & Fujimoto, 1991; Hayes et al., 1988).
"Product integrity" (Clark & Fujimoto, 1991), unlike the dimensions of
product attractiveness in the rational plan perspective such as low price,
describes the notion of a product's being consistent with the corporate
image. Product integrity implies a clear vision of the product's intended
image, performance, and fit with corporate competencies and customers.
By focusing on establishing product integrity, senior management can
ensure that an overall vision for the product is communicated to the proj-
ect team and, thus, balance the autonomy gained through heavyweight
leadership.
Finally, this study also added an emphasis on predevelopment ac-
tivities. Hayes and others (1988) described how bringing conflicts to the
surface early in the development process was an important factor in suc-
cessful development projects. By resolving conflicts through mutual ac-
commodation at low levels in the organizational hierarchy, a clear project
vision was established early on, which subsequently sped up the devel-
opment process.
A study related to the Harvard auto industry research, the MIT Inter-
national Motor Vehicle Program, examined lean versus mass production
in the auto industry. This study (Womack, Jones, & Roos, 1990) presented
Clark and Fujimoto's (1991) data along with some consolidated data from
secondary sources. Not surprisingly, many of their conclusions, such as
the importance of powerful leaders, overlapping development phases,
predevelopment activity, and internal communication to product devel-
opment, replicated those of the Harvard study (Clark et al., 1987; Clark &
Fujimoto, 1991; Hayes et al., 1988).
More recent research in this stream emphasized industries with less
domination by Japanese competitors and more scientific content. For ex-
ample, Iansiti (1992, 1993) deductively examined the mainframe computer
industry. His data consisted of 27 in-depth studies that represent all the
major products developed by the 12 chief competitors in the mainframe
computer industry (from Japan, the United States, and Europe) during the
1980s. The author focused on the development of technologies associated
with the packaging and interconnect system of the mainframe processor.
The primary result is that a high system focus (i.e., a combination of
technical integration, exposure to systems integration, and accumulation
of interaction knowledge) predicted both lead time and productivity. Sim-
ilar to product integrity, system focus implied concern for how technology
choices for a given component fit with the product as a whole. Like pre-
development activities, system focus also involved early planning for the

integration of new technology, product expectations, and manufacturing

systems into the problem-solving process. Thus, this result strengthened
earlier findings that predevelopment planning and product integrity en-
hanced the performance of product-development teams.
A study by Eisenhardt and Tabrizi (In press) examined the computer
industry in Japan, Europe, and the United States. This deductive study
considered 72 products in 36 firms, including the personal, workstation,
mainframe, and peripherals segments of the industry. Thus, the average
product life cycle was substantially shorter than in the mainframe com-
puter or automobile industry studies. The data were collected on site
using research teams who helped firm personnel gather data. The focus
was on speed of development as the performance measure. Specifically,
the authors compared a compression model of fast product development
with an experiential approach.
The unique insight of this study is that fast product development was
associated with the experiential approach (Eisenhardt & Tabrizi, In
press). Product teams who engaged in more experiential or improvisa-
tional product design through frequent iterations, more testing, frequent
milestones, and powerful leadership developed products more quickly. In
contrast, attempts simply to compress the product-development cycle
through the use of computer-aided design (CAD), rewards for schedule
attainment, supplier involvement, overlapping development stages, or
extensive planning not only did not accelerate pace, but, in fact, often
slowed it. The exception was the mainframe segment in which the use of
CAD, supplier involvement, and overlap effectively accelerated the pace.
Thus, these results suggest that there are two relevant problem-solving
models for organizing product development. One focuses on factors such
as planning and overlap that are relevant for more stable products in
mature settings (e.g., Clark & Fujimoto, 1991; Iansiti, 1992), and the other
focuses on experiential product design that is relevant for less predict-
able products in uncertain settings, such as personal computers, work-
stations, and peripherals. Finally, as in the previous research, cross-
functional teams sped up development for all industry segments.
In summary, this stream of research envisions successful product
development as disciplined problem solving. That is, successful product
development involves relatively autonomous problem solving by cross-
functional teams with high communication and the organization of work
according to the demands of the development task. This perspective also
highlights the role of project leaders and senior management in giving
problem solving a discipline-a product vision. There is an emphasis on
both project and senior management, on the one hand, to provide a vision
or discipline to the development efforts and yet, on the other hand, to
provide autonomy to the team. Thus, this stream portrays product devel-
opment as a balancing act between product vision developed at the ex-
ecutive level and problem solving found at the project level.
In contrast to the rational plan stream, this stream is more specific

about the effective organization of work and is more focused on the de-
velopment process and product concept than on the financial success of
the product. In contrast to the communication web perspective, this
stream has a broader scope and considers the role of suppliers and senior
management in addition to project leaders and teams. Methodologically,
the data are much richer and more detailed than the single-informant
information that underlies much of the rational stream. Theoretically, this
perspective extends the information-processing view of the communica-
tion web research by emphasizing not only the amount and variety of
information, but also its organization into problem-solving strategies.
However, the stream suffers from several shortcomings. One is that
there is a lack of political and psychological realism. In comparison with
the communication web, there is naive understanding of the political
realities of product development, such as the dependence of project teams
on external actors for resources. From a psychological standpoint, there is
little appreciation of the problems of actually motivating people and mak-
ing cross-functional teams, high communication, and overlapping work.
Moreover, the heavyweight leaders seem almost "superhuman" in their
skills and duties.
Second, some of the constructs are challenging to comprehend. For
example, subtle control, product vision, and system focus are vague con-
cepts. Even with attempts at clarification (e.g., Clark & Fujimoto, 1990;
Clark & Wheelwright, 1992), product integrity and heavyweight project
leader concepts also remain hazy. Although this lack of clarity may reflect
the complexity of the subject (or perhaps the often non-Western origin of
the ideas), it also impairs the usefulness of the perspective.
Finally, there is an extensive reliance on a Japanese viewpoint. Even
though Japanese comparisons have been critical to improving thinking,
Japanese industrial dominance sometimes makes it unclear which fea-
tures are important to product development and which are simply Japa-
nese. This concern seems particularly relevant to the supplier network
findings (e.g., Clark & Fujimoto, 1991; Imai et al., 1985), which are depen-
dent on the specifics of the Japanese industrial infrastructure. Nonethe-
less, the image of product development as disciplined problem solving is
a powerful and sophisticated metaphor for successful product develop-
ment.
TOWARDAN INTEGRATIVE
MODELOF PRODUCTDEVELOPMENT
In the previous section, we described three streams of product-
development research. These streams evolved from different sources and
focused on somewhat different aspects of product development. However,
as we observed previously, they also offer complementary and sometimes
overlapping insights into product development. In this section, we rely on
these insights to provide the basis of an integrative model.
Key to developing this model is the observation that the three streams
focus on both overlapping and complementary sets of constructs. The

rational plan perspective contributes a sweeping view of product devel-

opment, including team, senior management, market, and product char-
acteristics to predict financial success. In contrast, the problem-solving
perspective has a more deeply focused view on the actual development
process (i.e., those project team and management factors that contribute
to a better product-development process and a more effective product
concept). The concepts are more elaborated than in the rational plan
perspective so that, for example, the "effective execution" of the rational
plan is given more concrete and detailed development in the problem-
solving perspective. The communication web perspective is narrower
still. This research centers on a very specific, although important, aspect
of product development, namely on internal and external communication
by project team members.
Also key to developing an integrative model is the observation that
the streams have complementary theoretical approaches. The rational
plan perspective is largely atheoretical, consisting of collections of asso-
ciations. In contrast, the product-solving perspective has a cognitive theo-
retical orientation, which links ideas about information and its organiza-
tion to effective problem solving. Finally, the communication perspective
relies on a simpler but consistent theoretical view of information (i.e., the
amount and variety of information) and a complementary political per-
spective, which emphasizes the need for resources.
These overlapping and complementary focal interests as well as the
theoretical complementarities suggest that the streams are ready for syn-
thesis into an integrative model. In this section, we craft such an inte-
grated conceptual perspective that summarizes key findings within the
literature and provides a departure point for future studies of product
development. The resulting model is depicted in Figure 1.
Model Overview
The organizing idea behind the model in Figure 1 is that there are
multiple players whose actions influence product performance. Specifi-
cally, we argue that (a) the project team, leader, senior management, and
suppliers affect process performance (i.e., speed and productivity of prod-
uct development), (b) the project leader, customers, and senior manage-
ment affect product effectiveness (i.e., the fit of the product with firm
competencies and market needs), and (c) the combination of an efficient
process, effective product, and munificent market shapes the financial
success of the product (i.e., revenue, profitability, and market share).
Underlying these relationships are the theoretical underpinnings that
we have identified from the combined research streams. Thus, process
performance is driven by the amount, variety, and problem-solving orga-
nization of information and by the resources available to the team. Prod-
uct effectiveness is driven by the input of leaders, senior management,
and customers into the formation of a clear product vision (a less well-
understood process). Both product effectiveness and process performance

influence the financial success of the product. We turn now to a descrip-

tion of the model, arranged according to the key players.
Project Team
The heart of the product-development process and the focus of much
research is the project team. Project team members are the people who
actually do the work of product development. They are the people who
transform vague ideas, concepts, and product specifications into the de-
sign of new products. Not surprisingly, then, the project team is central to
our model of product development. Specifically, we argue that the com-
position, group process, and work organization of the project team affect
the information, resources, and problem-solving style of the team. These,
in turn, ultimately influence process performance (i.e., speed and produc-
tivity of the process) (Figure 1).
Regarding composition, consistent with all three streams, cross-
functional teams are critical to process performance (e.g., Clark & Fuji-
moto, 1991; Dougherty, 1992; Zirger & Maidique, 1990). We define cross-
functional teams as those project groups with members from more than
one functional area such as engineering, manufacturing, or marketing.
The underlying reasoning is that the functional diversity of these teams
increases the amount and variety of information available to design prod-
ucts. This increased information helps project team members to under-
stand the design process more quickly and fully from a variety of per-
spectives, and thus it improves design process performance. Moreover,
the increased information helps the team to catch downstream problems
such as manufacturing difficulties or market mismatches before they hap-
pen, when these problems are generally smaller and easier to fix. Thus,
consistent with the empirical support in all three research streams, cross-
functional teams are associated with high-performing processes. More-
over, this link (1) in the model is among the most important and empiri-
cally robust (e.g., Clark & Fujimoto, 1991; Dougherty, 1992; Zirger &
Maidique, 1990).
Gatekeepers are another important facet of project team composition.
Gatekeepers are individuals who frequently obtain information external
to the group and then share it within the project team. Similar to cross-
functional teams, they affect process performance by increasing the
amount and variety of information available in the design process. Gate-
keepers expose the project team members to more and diverse informa-
tion such as new technical developments occurring outside the group.
Although gatekeepers are probably less important in cross-functional
teams because the members of such teams have natural outside contacts
in their functional homes, gatekeepers clearly increase the external in-
formation reaching the project team (link 1 in the model) (Allen, 1971, 1977;
Katz & Tushman, 1981).
Finally, team tenure is a third composition factor that plays a role in
influencing process performance. Teams with a short history together

tend to lack effective patterns of information sharing and working to-

gether (Katz, 1982). Thus, the amount and variety of information that can
be communicated among project team members is limited by this unfa-
miliarity. In contrast, teams with a long tenure together tend to become
inward focused and neglect external communication (Katz, 1982). This
tendency restricts the information and resources from outside the team
that the team members receive. Because neither of these situations is
desirable, process performance is highest when team tenure is at mod-
erate levels. At this level of tenure, team members are most likely to
engage in both extensive internal and external communication and,
therefore, to receive maximum benefit. As Katz found (1982), this leads to
higher project performance (link 1 in the model).
Another important factor affecting process performance is group pro-
cess, especially communication. Results from all three research streams
indicate that effective group processes, particularly those related to com-
munication, increase information and so are essential for high-
performing development processes (e.g., Imai et al., 1985; Katz, 1982; Zir-
ger & Maidique, 1990). In the case of internal communication (e.g.,
Dougherty, 1990; Keller, 1986), frequent communication increases the
amount of information directly in that more communication usually yields
more information. More subtly, frequent communication also builds team
cohesion, which then breaks down barriers to communication and so in-
creases the amount of information as well (Keller, 1986). Moreover, espe-
cially when this communication is effectively structured (e.g., includes
concrete communication surrounding shared group experiences and non-
routine rule breaking [Dougherty, 1992]), it cuts misunderstandings and
barriers to interchange so that the amount of information conveyed is
increased. This, in turn, improves the speed and productivity of the entire
development process (Dougherty, 1992).
In the case of external communication, frequent communication with
outsiders such as customers, suppliers, and other organizational person-
nel opens the project team up to new information (e.g., Clark & Fujimoto,
1991; Imai et al., 1985; Katz, 1982; Katz & Tushman, 1981). When this ex-
ternal communication is task oriented, team members gain information
from diverse viewpoints beyond those of the team. Further, when the
communication is frequent, project teams are likely to develop an absorp-
tive capacity such that they become more efficient in gaining and using
the information being conveyed. Both of these factors should improve the
productivity and pace of the development process. Also important is ex-
ternal communication in the form of political activities such as lobbying
for resources, engaging in impression management, and seeking senior
management support for the project (Ancona & Caldwell, 1992b). Taken
together and consistent with previous research, internal and external
communication both increase the amount and variety of information and
the resources available to the project team. These, in turn, improve pro-
cess performance. These links (link 2 in the model) are also among the

most empirically robust (e.g., Ancona & Caldwell, 1992b; Clark & Fuji-
moto, 1991; Imai et al., 1985; Katz, 1982; Katz & Allen, 1985; Katz & Tush-
man, 1981).
The third team feature of the model is the problem-solving strategy by
which team members organize their work. As described in the problem-
solving stream, several empirical findings suggest a contingent set of
problem-solving strategies that are appropriate for different types of
tasks (Eisenhardt & Tabrizi, In press). Each strategy represents a different
structuring of information. For stable and relatively mature products such
as automobiles (Hayes et al., 1988; Womack et al., 1990) and mainframe
computers (Eisenhardt & Tabrizi, In press; Iansiti, 1992), product develop-
ment is a complex task for which tactics such as extensive planning and
overlapped development stages are appropriate. These tactics assume a
certain but often complex problem-solving task that can be rationalized.
For example, consistent with the rational and problem-solving perspec-
tives, planning (e.g., Cooper & Kleinschmidt, 1987; Hayes et al., 1988;
Iansiti, 1992; Zirger & Maidique, 1990) improves the speed and productiv-
ity of the development process by eliminating extra work, rationalizing
and properly ordering the steps of the process, and avoiding errors. Sim-
ilarly, overlapped development stages improve process performance
(Clark & Fujimoto, 1991; Imai et al., 1985) by allowing at least partially
simultaneous execution of development steps such as design and test,
which often are viewed as sequential. In effect, the development process
is squeezed together (e.g., Clark & Fujimoto, 1991).
In contrast, when there is more uncertainty in the design process,
such as in rapidly changing industries (e.g., microcomputers), more ex-
periential tactics, including frequent iterations of product designs, exten-
sive testing of those designs, and short milestones (i.e., short time be-
tween successive milestones) improve process performance (e.g.,
Eisenhardt & Tabrizi, In press). The underlying idea is that under condi-
tions of uncertainty it is not helpful to plan. Rather, maintaining flexibil-
ity and learning quickly through improvisation and experience yield ef-
fective process performance (e.g., Eisenhardt & Tabrizi, In press; Miner &
Moorman, 1993; Weick, 1993). However, although these ideas may be at-
tractive, they have not been examined extensively, and the contingencies
between these factors and the previously mentioned factors of overlap
and planning have not been well explored empirically (link 3 in the
model). As we will discuss, further elaboration and testing of this part of
the model are prime opportunities for future research.
Project Leader
Even though the cross-functional team is the heart of efficient product
development, the project leader is the pivotal figure in the development
process. Consistent with the communication and problem-solving per-
spectives, the project leader is the linking pin or bridge between the
project team and senior management. Therefore, as indicated in Figure 1,

the project leader critically affects both the process performance (i.e.,
speed and productivity of the development process) and the effectiveness
of the product (e.g., Clark & Fujimoto, 1991; Joyce, 1986; Katz & Allen,
1985). Several characteristics of the project team leader are particularly
germane.
One central characteristic is the power of the project leader. By pow-
erful leaders we mean those project leaders with significant decision-
making responsibility, organizationwide authority, and high hierarchical
level. Such leaders are particularly able to improve process performance.
The underlying rationale is that such leaders are highly effective in ob-
taining resources such as more personnel and larger budgets for the proj-
ect team. As Ancona and Caldwell (1992b) observed, powerful project
leaders are particularly effective politicians in lobbying for resources,
protecting the group from outside interference, and managing the impres-
sions of outsiders. In contrast, less powerful project leaders are likely to
be less successful in gaining needed talent and financial support and in
shielding the team from outside interference. In addition, powerful lead-
ers also may command greater respect and, thus, may be able to attract
better project team members to the group and to keep groups focused and
motivated (Clark & Fujimoto, 1991). These qualities, in turn, create a
faster and more productive development process. Moreover, because the
importance of a powerful leader has been demonstrated in both the com-
munication and problem-solving streams (e.g., Clark & Fujimoto, 1991;
Katz & Allen, 1985) (link 4 in the model), it is a robust link.
A second, important characteristic of the project leader is vision. Vi-
sion involves the cognitive ability to mesh a variety of factors together to
create an effective, holistic view and to communicate it to others. Specif-
ically, in the case of product development, this means meshing together
firm competencies (e.g., particular technical, marketing, or other skills)
and strategies with the needs of the market (e.g., consumer preferences
for style and cost) to create an effective product concept. As described in
the problem-solving perspective, this is a critical characteristic of project
leaders because they often are central to the creation of the product con-
cept. Project leaders, together with senior management, frequently shape
the overall product concept and communicate it to project team members
(Clark & Fujimoto, 1991). However, even though this aspect of project
leadership is, we think, compelling, our understanding of exactly what
vision is, what an effective product is, and the theoretical links between
the two is very weak (link 5 in the model). As we discuss further in our
suggestions for future research, understanding this creative task is an
important research direction.
Finally, project team leaders also are small-group managers of their
project teams. Surprisingly, however, there is very little research about
appropriate internal management skill for project leaders beyond studies
of matrix communication and leadership (Joyce, 1986; Katz & Allen, 1985).

Perhaps, simply, the general research on leadership of small groups ap-

plies here.
Senior Management
Although the team and project leader are critical in the product-
development process, senior management is important as well. Consis-
tent with studies in the rational stream, senior management support is
critical to successful product-development processes (e.g., Cooper &
Kleinschmidt, 1987; Gupta & Wilemon, 1990; Rothwell, 1972; Zirger &
Maidique, 1990). By support we mean the provision of resources to the
project team, including both financial and political resources. The under-
lying reasoning is that this support is essential for obtaining the re-
sources necessary to attract team members to the project, to gain project
approval to go ahead, and to provide the funding necessary to foster the
development effort. Thus, as shown in Figure 1, senior management sup-
port is essential for fast and productive product development. This link (6
in the model) is well supported in the literature (e.g., Cooper & Klein-
schmidt, 1987; Gupta & Wilemon, 1990; Katz & Allen, 1985; Zirger & Mai-
dique, 1990).
Second, as described by Imai and colleagues (1985) in the problem-
solving perspective, the ability of senior management to provide what
they term subtle control also is important to both superior process perfor-
mance and effective products. Much like the vision of project leaders,
subtle control involves having the vision necessary to develop and com-
municate a distinctive, coherent product concept. As we described previ-
ously, senior management and project leaders often work together to de-
velop such a product concept. At the same time, subtle control also
involves delegation by senior management to project teams such that
they have enough autonomy to be motivated and creative. We argue that
such creativity and motivation are likely to yield a better development
process. However, as in the case of project leader vision, the subtle con-
trol and product effectiveness concepts and their theoretical links are
blurred and lack rigorous empirical examination (link 7 in the model). We
will discuss this lack of clarity in our suggestions for future research.
Suppliers and Customers
The final key players in the model are suppliers and customers. Pre-
vious research has associated a faster development process with early
(Gupta & Wilemon, 1990) and extensive (Clark & Fujimoto, 1991; Imai et
al., 1985) supplier involvement. As explained in the problem-solving
stream, extensive supplier involvement in product design can cut the
complexity of the design project, which in turn creates a faster and more
productive product-development process. Such involvement also can
alert the project team to potential downstream problems early on, at a
point when they are easier and faster to fix. Customer involvement also

has been shown to improve the effectiveness of the product concept in the
rational plan stream (e.g., Cooper & Kleinschmidt, 1987; Zirger & Mai-
dique, 1990). However, it is not clear exactly how or when suppliers and
customers are appropriately involved in the development process, and
the evidence is not unaminous (e.g., Eisenhardt & Tabrizi, In press). Thus,
even though the participation of these outside constituents is probably
important, the empirical literature is imprecise (links 8 and 9 in the
model). Again, we address this in our discussion of future research.
Financial Success
The previous discussion linked the key players in product develop-

ment to process performance and product effectiveness. The final portion
of the model combines these two factors with characteristics of the market
to predict the financial performance of the product.
The underlying rationale for the link (10 in the model) between pro-
cess performance and financial success of the product is twofold. A pro-
ductive process means lower costs and thus, lower prices, which, in turn,
should lead to greater product success. Second, a faster process creates
strategic flexibility and less time to product launch, both of which may
lead to financially successful products. The second predictor of the
financial success of the product is product effectiveness (link 11 in the
model). As shown in the rational plan literature (e.g., Cooper & Klein-
schmidt, 1987; Zirger & Maidique, 1990), product characteristics such as
low-cost and unique benefits and fit-with-firm competencies create finan-
cially successful products. Presumably, such products are more attractive
to consumers.
Finally, consistent with research in the rational stream (Cooper &
Kleinschmidt, 1987; Zirger & Maidique, 1990), the third link (12 in the
model) ties a munificent market to financial success. Specifically, we
define a munificent market as one that is large and growing and has low
competition. The reasoning is that such markets offer the possibility of
large sales and, in the case of growing markets, competitive instability
that may favor new products.
Overall, the argument is that a strong product-development process,
an attractive product, and a munificent market should lead to a finan-
cially successful product. However, although these links have some sub-
stantiation in the rational plan literature and seem plausible, they have
received little rigorous testing and rely on limited theoretical logic. As we
will discuss, this portion of the model presents another excellent oppor-
tunity for future research.
AGENDA FOR FUTURE RESEARCH
As noted in the previous section, many of the concepts and theoretical

links presented in the model in Figure 1 have been well studied. However,

some concepts are less sharply defined, and some theoretical links are
not well tested. These shortcomings present research opportunities.
One research opportunity is to examine the primary links of the
model-that is, the links among process performance, effective product,
market factors, and financial performance. As was noted, these links
have been primarily empirically examined in the rational plan research
stream. However, because the methodology in this research stream so
often involves subjective, retrospective responses by single informants
and bivariate analysis, the validity of these links is tenuous. Thus, a test
of these fundamental theoretical links would be useful. A related re-
search opportunity is determining the relative importance of these fac-
tors. For example, although Cooper and Kleinschmidt (1987, 1993) found
that the market was not as relevant as other variables in predicting prod-
uct success, it would be useful to examine the robustness of this claim.
Another related opportunity is to examine whether process perfor-
mance, product effectiveness, and munificent markets are actually inde-
pendent variables. For example, market factors may moderate the rela-
tionship of process performance and product effectiveness to financial
success.2 It may well be that process performance and product effective-
ness are important predictors of financial success only in poor markets,
whereas most products will be successful in munificent markets. This
reasoning reemphasizes the need to garner a better understanding of the
relative importance that these factors have in driving financial perfor-
mance.
A second area of research is the organization of work. As was noted,
two models have emerged to describe alternative organizations of work.
One is the fairly well-studied model that includes extensive planning and
overlapped development stages (e.g., Hayes et al., 1988; Iansiti, 1993) that
was developed in the context of complex products in mature markets. A
more recent model, related to improvisational thinking, emphasizes ex-
periential product development such as frequent iterations, testing, and
milestones (Eisenhardt & Tabrizi, In press), yet this second model has
received only limited empirical examination. Indeed, other research sug-
gests that our understanding is incomplete. For example, Tyre and Haupt-
man (1992) argued that the degree of system-level change is another con-
tingency factor in the organization of work. In addition, a provocative
study by Benghozi (1990) of a massive, long-term innovation project in the
French telecommunication industry sketches a third model. For huge and
lengthy projects, Benghozi (1990) suggested that innovation routines,
which include dynamic planning, monitoring, and scheduling projects
over time as the environment changes, are needed. Overall, the point is
that exploring contingent models for the organization of work is an im-
portant path for future research.
2
We thank an anonymous AMR reviewer for this insightful suggestion.

Third, our understanding of how senior managers affect development

is incomplete. They are consistently found to be important contributors to
project success (e.g., Clark & Fujimoto, 1991; Cooper & Kleinschmidt, 1987;
Zirger & Maidique, 1990). However, the management-related concepts in
Figure 1 such as vision, subtle control, and even support are vague. There
is also little understanding of the links between product effectiveness and
the creative processes by which senior managers and others match firm
competencies with market needs to create an effective product concept.
This process has been virtually unexplored. In addition, previous re-
search (and thus our model) is vague regarding how the responsibilities
of senior management are distinct from the responsibilities of project
leaders. For example, should senior managers or project leaders be re-
sponsible for ensuring that products are synergistic with the core compe-
tencies of the firm (Leonard-Barton, 1992)? Most important, the model
echoes the product-development literature in conceptualizing only two
levels of management: a project leader and senior management, yet in
reality, frequently there are several levels of management with presum-
ably different responsibilities. How do these levels interact? How do these
members of different levels of management affect technology strategies
and the management of multiple product-development projects for which
they are responsible? Thus, the concepts surrounding senior manage-
ment and its link to product effectiveness offer prime opportunities for
future research.
CONCLUSION
We began this paper by noting that product development is the nexus
of competition for many firms as well as the central organizational pro-
cess for adaptation and renewal. Simply put, product development is
critical to the viability of firms and an important core competence, yet it
is challenging to understand the findings of the related empirical re-
search because this literature is so fragmented and varied.
The article has three conclusions. One is that the product-
development literature can be organized into three streams of research:
product development as rational plan, communication web, and disci-
plined problem solving. We have highlighted these three streams of re-
search as well as their key findings, strengths, and weaknesses. Second,
we conclude that these streams can be synthesized into a model of factors
affecting product-development success. Given the complementary nature
of past research, we were able to craft an integrated conceptual perspec-
tive that combines many of the empirical findings. Third, we conclude
that there are research implications for the future based on the mixture of
support for various findings in the model. We developed a brief outline of
potential research paths based on constructs and theoretical links that
are fuzzy or less explored in our model and the literature as a whole.
Overall, this article attempts to contribute an understanding of past lit-
erature, a model of current thinking, and a vision for future research.

We end by looping back to the wider innovation literature. As we

noted at the outset, there are two broad areas of inquiry (e.g., Adler, 1989)
that complement one another. The economics-oriented branch offers an
understanding of innovation across industries and the evolution of tech-
nologies that provides a useful context for thinking about product devel-
opment. However, even in more organizational-level work in this branch
(e.g., Nelson & Winter, 1982), the actual process of product development is
still largely a "black box." At best, this work simply describes the evolu-
tion of idiosyncratic innovation routines within organizations (Nelson &
Winter, 1982). More often, there are no organizational effects at all. Com-
plementary to this branch of innovation research, the product-
development literature opens up that black box by providing depth and
rich understanding of how actual products are developed within firms, a
critical core capability for many firms. This research indicates the orga-
nizational structures, roles, and processes that are related to enhanced
product development. Although much remains to be explored, the prod-
uct-development branch remains essential for a complete picture of in-
novation.
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Shona L. Brown received her Ph.D. from Stanford University. She is a postdoctoral
research associate in the School of Engineering at Stanford. Her research interests
include the formation of strategic capabilities, learning within and across firms, and
product innovation.
Kathleen M. Eisenhardt received her Ph.D from Stanford University. She is an as-
sociate professor of strategy and organization in the School of Engineering at Stan-
ford. Her research interests center on the management of high-technology firms,
including evolutionary change, product innovation, strategic decision making, and
entrepreneurship.


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Product Development: Past Research, Present Findings, and Future Directions

Author(s): Shona L. Brown and Kathleen M. Eisenhardt

This content downloaded from 190.223.64.239 on Wed, 18 Dec 2013 09:52:14 AM

PRODUCTDEVELOPMENT: PAST RESEARCH,

The literature on product development continues to grow. This re-

Innovation research splits into two broad areas of inquiry (Adler,

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In contrast, firms introducing "off-the-mark" products are likely to lose.

1 We included Administrative Science Quarterly, Academy of Management Review,

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Second, we synthesize these research findings into a model of factors

The product-development literature is vast, ranging from broad-

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stream complements this atheoretical view by relying on information-

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step further to problem-solving strategies, using a progression from in-

Product Development as Rational Plan

This rational plan perspective emphasizes that successful product

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Team Organization of Work

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ment. Although the large number of factors makes it difficult to hone

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competitiveness had no relationship with product success. These results

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tion is conceptualized as carefully planned predevelopment activities,

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Allen at MIT (1971, 1977). The underlying premise is that communication

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tion by the team as a whole and better management-rated performance

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communication activities and less overall external communication. Thus,

This content downloaded from 190.223.64.239 on Wed, 18 Dec 2013 09:52:14 AM

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In contrast, the principal shortcoming of this perspective is that it is

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product development. When the development team was composed of

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on the other hand, work with senior management to create an overarching

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integration of new technology, product expectations, and manufacturing

This content downloaded from 190.223.64.239 on Wed, 18 Dec 2013 09:52:14 AM

This content downloaded from 190.223.64.239 on Wed, 18 Dec 2013 09:52:14 AM

rational plan perspective contributes a sweeping view of product devel-

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influence the financial success of the product. We turn now to a descrip-

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tend to lack effective patterns of information sharing and working to-

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