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Customers demand ever more rapidly innovative products with high quality and at low prices: A combination of innovation and efficiency that seems to be paradoxical. This research looks for a product development (PD) process that covers both, explorative and exploitative capabilities. Thus, the terminology of continuous product development (CPD) has been brought to life. The basic concept of CPD is a continuous cycle of Plan, Do, Check, and Act (PDCA) activities varying existing products since their first physical appearance. New features are mostly driven by incremental changes due to time, quality and price. However, what happens, if a new idea arises that is driven by exploration? Lean Product Development (LPD) has been a buzzword for efficiency and cost cutting. This research found that LPD follows the concept of CPD with strong impetus for the customer´s voice and continuous improvement. Moreover, LPD designs and deploys a system that interrelates and guides people and their behavior. This research shows possible solutions for influencing people, in PD mostly engineers, in a way that they positively contribute to a combination of innovative and efficient PD.

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Dr. Mareike Heinzen works as a lecturer and researcher at the Chair of Technology and Innovation Management at ETH Zurich. Her research interests are innovation and efficiency in product development and other business processes. Prior to her appointment, she gained professional experience at Daimler AG in the US, Thailand and Germany.

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