Integrated design and new product success

Abstract Do integrated approaches to design promote the commercial success of new products? Data from 126 U.S. manufacturers were used to test five hypotheses in a structural model of integrated design approaches which go beyond concurrent engineering. New product success was significantly associated with market need understanding which incorporates information, significantly, from integrated design into new product development. Integrated design was found to be significantly associated with early‐mover strategy, benchmarking best practices and, to a lesser extent, customized or proprietary hardware‐software systems.