Translations:New New Product Development Game/6/en

All were developed in less time than the industry average and delivered significant innovative value.

The central finding: overlapping phases

The main difference from the usual model was the overlapping of development phases. The traditional model works like a relay race: each department completes its phase and hands the result over to the next. The companies observed by Nonaka and Takeuchi worked in a radically different way: the phases were not chained together but overlapped so extensively that, for most of the development, all activities—requirements, analysis, coding, testing, integration—took place simultaneously.

Dialectical pattern of knowledge evolution

Rather than sequential phases, they were activities carried out when they were needed, according to the needs of the project's evolution.