Creating Strategies for Enhancing Complex New Product Development: Cluster Analysis of DEA Results

Abstract

Firms need to constantly innovate to survive and remain competitive in the marketplace. Despite this, little research has examined the dynamics that affect innovation in large-scale, complex organizations that leverage multiple teams. This study utilizes data envelopment analysis output from a sample of new product development teams to create clusters based on how teams need to change communication-related inputs to increase creative efficiency. The study results exemplify how this approach can provide recommendations that sets of teams can implement, optimizing the use of resources compared to making individual adjustments. Implications are provided for new product development and large multinational enterprises.