Sammendrag
Ambiguity, defined in this study as the existence of two or more interpretations of the same cue, is an essential component of ?fuzziness? in new product development NPD) projects. In this paper we present a model by which ambiguity in NPD projects can be classified and managed. The model has been developed grounded in case data from three NPD projects in medical device companies. Ambiguity is classified according to two axes; objects of ambiguity and sources of ambiguity. Objects of ambiguity include product, market, process and organization. Sources of ambiguity include multiplicity, novelty, validity and reliability. Ambiguity can be managed by two means; reducing or sustaining ambiguity. If clarity is a main priority in the NPD project, reducing ambiguity is necessary and can be effectively achieved by application of the hypothetical-deductive method. If flexibility is a main project priority, sustaining certain ambiguities can be useful.
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