Exploring New Product Concept Emergence Under Uncertainty in Medical Diagnostics

This paper explores how new product concepts emerge and how development teams adapt, modify these concepts that emerge in the context of uncertainty. Specifically, it studies how cross-functional product development teams elaborate and define new product concepts under uncertainty that are based on fundamentally new technologies within a globally operating In-Vitro Diagnostics corporation. An inductive single-case study design with two embedded cases within an In-Vitro Diagnostics Corporation is employed to study this phenomenon. A wide range of primary and secondary data was collected. Data collection and analysis within and across the embedded cases were informed by grounded theory methods and techniques. Data analysis led to the emergence of scoping as a core variable to explain the emergence of new product concepts under uncertainty. It builds on contextual and temporaling sub-core variables, each having two dimensions, respectively: resource efficacy and context interpreting efficacy, and exploring and normalizing.