Towards a Taxonomy of Ambiguity at the Fuzzy Front End of New Product Development

This study addresses ambiguity as a main ingredient of ?fuzziness? at the fuzzy front end of new product development (NPD). Our goal is to establish a taxonomy of ambiguity in NPD processes. Based on qualitative analysis of cases from the medical device industry we have developed a model that divides ambiguity along two dimensions; locus and type. Locus of ambiguity addresses the origin of ambiguity whereas type of ambiguity addresses how ambiguity is manifested. The model expands theoretical understanding of ambiguity in NPD processes and provides practitioners with an instrument to manage - rather than merely reduce - ambiguity.