ABSTRACT
An organization's ability to generate commercially successful new products is central to its competitive advantage. Companies need to find ways that enable them to develop products that meet customer needs better, faster, and more efficiently than competitors (Leonard-Barton, Bowen, Clark, Holloway, & Wheelwright, 1994). Product development requires translating data on market and technological opportunities into assets for commercial production (Clark & Fujimoto, 1991).
