Speed‐to‐market is cited as being vital in today’s competitive, uncertain and turbulent environments. To help companies in their quest for speed in new product development, many tools and techniques have been developed. One of the these techniques – team improvisation – is receiving a...

Learning in new‐product development teams is cited as being vital in today's competitive, uncertain, and turbulent environments. However, studies on accelerated learning in product‐development teams are, surprisingly, lacking. This study proposes a model for accelerated team learning in...

Purpose – Organizational learning and unlearning is a popular and important topic in business as well as academia. Even though there is a plethora of studies on organizational learning, surprisingly little is known about the conceptualization and operationalization of organizational...

Large firms have traditionally commanded a competitive advantage in the marketplace over small firms by being able to use their financial strength to perform large‐scale market research studies, to design and implement wide reaching advertising campaigns, and to establish computer and...

Purpose Rapid prototyping can potentially accelerate the entire process of new product development (NPD), enabling a high level of customer involvement and hence new product success (NPS). This study aims to examine the relationship between prototyping and NPS, and the moderating effect of...

The authors report on their findings from an ongoing seven‐year research project on the intersection of entrepreneurship, marketing and technology. The focus of their research is to identify factors that lead to better, faster and less expensive new product and service development. The present...