Collaboration Management in New Product Development : a Theory Built from Case Research

Abstract

This thesis describes the development of an information basis to reduce decision uncertainty in collaboration in NPD. Products of increasing complexity are demanded in modern markets, which exacerbates the need for effective collaboration in the New Product Development (NPD) process. However, mistakes and mismanagement of collaboration are known to occur frequently, even in world-renowned organisations. This can increase the costs of bringing products to market, as well as causing products to be unsuccessful. Reducing uncertainty in management decisions that influence collaboration in NPD has the potential to improve the quality of the outcomes of the NPD process. This uncertainty can be attributed to a lack of understanding of the process of collaboration in NPD; the high level of complexity involved in collaborating within NPD; and a lack of understanding of the effect of decisions on collaboration. This research addresses these problems through the development of three original contributions to the existing body of knowledge. The first contribution is the development of explicit definitions and models to explain the meaning and mechanics behind collaboration in NPD. This is predominantly achieved through the synthesis of literature. The second contribution is the development of a theory containing 11 decision categories which influence the success of collaboration in NPD. This theory was developed from data grounded in 34 case studies using a range of data collection methods such as participant observation and interviews. Relevant literature is also enfolded into the theory. The third contribution is an explanation of the effects of decisions from the 11 categories on collaboration in NPD. These effects are summarised as causal links and are also grounded in both case research and literature. These three contributions combine into an information basis useful to decision-makers by reducing uncertainty in management decisions to do with collaboration in NPD.