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Integrated Product Development

Part 5. Product Innovation and Management

  1. Fred Langerak

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem05038

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Langerak, F. 2010. Integrated Product Development. Wiley International Encyclopedia of Marketing. 5.

Author Information

  1. Eindhoven University of Technology, Eindhoven, The Netherlands

Publication History

  1. Published Online: 15 DEC 2010


Integrated new-product development is a managerial approach for improving new-product development performance through the overlap of and interaction between activities in the new-product development process. Since overlap and interaction increase the need to coordinate activities, integrated product development requires the systematic employment of cross-functional teams to integrate and concurrently carry out all necessary activities to produce an effective and efficient new product that satisfies customers' needs. Among the benefits of integrated product development are reduced development time, reduced new-product goal failure, better knowledge sharing, enhanced flexibility, cost savings, and improved new-product quality. Drawbacks of integrated new-product development include lower task specialization of team members and decreased project innovativeness, particularly if it is applied in the early stages of a development project. Successful integrated product development should be initiated, planned, and led from the top down, but should be executed from the bottom up to encourage ownership among cross-functional team members.


  • integrated product development;
  • cross-functional teams;
  • parallel processing;
  • overlapping activities;
  • simultaneous tasking