Management and leadership within the FFE : Management-and leadership effects on time efficacy within the Fuzzy Front End of the New Product Development process.

Abstract: Today's fast-paced and increasingly competitive market has added pressure on companies and NPD-teams to improve both the quality of the products they provide, as well as the speed in which the products are introduced to the market. The main purpose within this study was to investigate two research questions; (a) How can various management- and leadership styles improve time efficacy without impairing the successes of the FFE of the NPD process; and (b) How can/does the uncertainty within the FFE affect project managers within the NPD process?Qualitative methods have been used within this study to gain a greater understating of the tasks and activities management have applied within the FFE to reduce and save time. A multiple case study, in the form of interviews, was performed in order to obtain raw empirical data. Eight interviews were conducted with individuals whom possessed managerial roles such as project managers, within the NPD process. The information was later analyzed and evaluated with the help of a thematic analysis.The main findings within this thesis contradict previous studies and literature which state the need for “more time” within the FFE of the NPD process. The result within this study suggest that project managers do not seek to extend the time provided within the FFE, rather identify task and methods which can enable them to use the time afforded wisely and efficiently. The managers do not seek to eliminate any tasks or activities; however, they do wish to identify less relevant activities in order to spend more time on valuable and beneficial tasks which increase the likely-hood of developing high quality products.