Development of a multi-disciplinary framework for studying generation of new product concepts

Summary form only given. Success in new product development (NPD) is increasingly associated with the proficiency of steps carried out prior to entering the development phase. Concept generation is the step that establishes alternatives and defines a workable concept. This step appears to be the linchpin of the concept development phase. Factors representing the social, organizational, cognitive, and conceptual design elements of NPD converge during this step. It is the point where market information, strategic plans, and technological details must be balanced by a small group of people who must represent the collective capability of a firm. The authors´ proposed framework, which link these factors together, offers an interpretation for common shortcomings reported during the concept development phase