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Abstract This study explores and documents the processes by which large manufacturing firms develop and produce radical products. Seven projects from five Fortune 500 firms were analyzed over a 3‐year period. Through the use of these case studies, we found common themes emerging in the way these firms manage their new product development (NPD) process in this turbulent environment. Our observations suggest that these high levels of uncertainty result in several unique challenges in developing the project, especially in the areas of managing functional integration and finding a divisional home for the emerging product.
Christopher McDermott (Mon,) studied this question.
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