The New New Product Development Game
First Published 1 January 1986
the new new product development game
  • Introduction of the Concept:
    Takeuchi and Nonaka introduced the "New New Product Development Game," proposing a revolutionary approach to product development.
  • Core Analogy:
    The process is likened to a rugby match, where teams work collaboratively, passing the ball fluidly to achieve their goals.
  • Emphasis on Teamwork:
    Encourages cross-functional teams with diverse expertise working together closely throughout the development cycle.
  • Self-Organisation:
    Teams are given autonomy to make decisions, fostering creativity, ownership, and innovation.
  • Overlapping Phases:
    Unlike traditional linear approaches, phases of development overlap, allowing simultaneous progress in different areas.
  • Speed and Flexibility:
    This method enables faster responses to market changes and customer needs, crucial in competitive environments.
  • Foundation of Agile Practices:
    The concepts laid out in the article became a cornerstone for modern Agile methodologies, promoting iterative development and adaptability.
  • Focus on Innovation:
    Encourages organisations to prioritise creativity and dynamic problem-solving over rigid structures.