BRUN, ERIC; SÆTRE, ALF STEINAR; GJELSVIK, MARTIN - In: International Journal of Innovation and Technology … 05 (2008) 03, pp. 303-319
In this paper we challenge the traditional notion of ambiguity as an undesirable element in New Product Development … (NPD) and explore how companies sometimes sustain or even increase ambiguity during their NPD projects. Based on … can be better understood. We identify four ways that NPD projects can benefit from temporarily sustaining ambiguity …