Like any producer who seeks to renew their products, management consultancies need to generate research and develop efforts to keep their portfolio in tune with market demand, a process we refer to as "new concept development." Innovation literature suggests that such a development process involves moving through specific activities and inevitably generates managerial tensions. However, a concept's lack of a material component and the specific characteristics of consultancy work brings notable consequences for the process of developing a repertoire to support the commercialization and implementation of a new concept. To get an understanding about the way such innovation processes take shape in consultancies, this study explores different forms of new concept development and their managerial problems.
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Heusinkveld et al. (2002) studied this question.