How Product Newness Influences ‘Learning and Probing’ and the Linearity of its Development Process

In this paper, the relationship between product newness and non‐linearity of new product development processes has been examined in the context of the UK’s information and communications technology industry. The results showed that new product development and implementation are contingent on the product’s newness. New product development managers should be aware of such differences in order to avoid costly iterations when they are not necessary, and accept them when they are. Such knowledge may encourage managers to consider the scope for deliberately introducing feedback/iteration processes when they lead to more effective new product development.