The Multiple Convergent Processing Model of New Product Development

A recent focus of attention in the new product development literature has been the need to quicken the process of development in order to decrease “time‐to‐market”. Various amendments to the traditional activity‐stage models have been proposed, but few deal directly with the key aspect of speedier time to market, namely cross‐functional information management and horizontal management of the new product development process. Expands this argument and proposes “multiple convergent processing” as an appropriate conceptual framework in which to view new product development tasks. The anatomy of multiple convergent processing is examined in greater detail, showing how its focus on interaction among several parties and information exchange is an appropriate manner in which to encourage both the necessary technical and marketing inputs to the NPD process and the speed necessary for successful competitive new products. Finally, key elements of network analysis are proposed as an effective conceptual framework in which to study new product development.