The New New Product Development Game

The New New Product Development Game - Harvard Business Review

The article, “The New New Product Development Game,” by Hirotaka Takeuchi and Ikujiro Nonaka, explores a revolutionary approach to product development. Instead of the traditional sequential or “relay race” approach to product development, the article suggests a holistic or “rugby” approach where a Team moves as a unit up and down the field. This approach fosters flexibility, speed, and a more efficient use of resources. The article also highlights the importance of self-organizing Teams, where individuals are given autonomy and encouraged to take initiative. The “rugby” approach to product development is a game-changer, offering a more dynamic and effective method for companies to navigate the complex process of product development.