Roper, Stephen; Love, James; Vahter, Priit - Warwick Business School, University of Warwick - 2012
Investments in design play a potentially significant role in new product development (NPD) although there is little … unanimity on the most appropriate or effective design strategy. Previous case-study based studies have identified three … alternative design strategies for NPD: design used as a functional specialism, design used as part of a multi-functional team and …