ABSTRACT
For many businesses, new product development is the single most important factor driving success or failure. For these businesses their strategic focus is directed at those imperatives that will increase the likelihood of the success of their new product development (NPD) process (Schilling and Hill 1998). One of the emerging challenges in NPD is the increased intensity of work and its consequences (Delbecq and Weiss 2000). Finding alternative ways to ensure success requires addressing the firm’s capability to continuously improve the sustainability of the NPD processes.
