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How To Become Innovative (Collection) by Craig M. Vogel, Jonathan Cagan, Robert Shelton, Marc Epstein, Tony Davila

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Chapter Six. Integrating Disciplines and Managing Diverse Teams

At the core of the product development process are engineers, designers, and market researchers, with each group viewing the product from a distinct perspective. In this chapter, we present research that demonstrates the inherent gap in perception between these different players. Integrated new product development (iNPD) teams must overcome these gaps and seek to become high-performance teams. To do so, the interests of the user must drive effective negotiation strategies between team members. This chapter introduces tools and provides guidelines that will enable you to integrate disciplines and manage diverse teams. The goal of the process, from both the team and management perspectives, ...

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