New products are essential to the growth and prosperity of most firms and are becoming the basis on which many firms' compete. However, scholars note multiple problems with each of the various new product development approaches.; The literature paints a picture of NPD models that fall along a continuum concerning structure. In the first portion of this study, we will propose an integrated approach to new product development that combines robust control mechanisms with adaptability.; New product development is also a principal means by which firms adapt to changing market and technical conditions. Innovative NPD approaches have emerged as an effective means by which to manage in uncertain and turbulent environments. But are uncertainty and turbulence the same thing?; Despite the comparable use of uncertainty and turbulence in the literature, we argue that these constructs are not the same at all. A more finely grained analysis is necessary to draw meaningful conclusions. This research will help to remedy this deficiency by clarifying the differences between these two environmental constructs and examining the impact of novel NPD approaches on new product outcomes in each environment.
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