Applying complexity science to new product development: Modeling considerations, extensions, and implications

Abstract

We extend the popular NK model of complex landscapes to incorporate two realities of NPD: (1) complementary vs. conflicting dependencies in a project and (2) predominantly incremental design changes to components in evolutionary NPD projects. We show, through stylized projects that the nature of dependencies among system elements moderate the effect of system complexity. Our study highlights that NPD development times may be longer than the original NK model suggests. We offer a modeling framework that can be used to test hypotheses regarding actual systems. Finally, we discuss promising directions for future research.