The importance of NPD & organizational culture - Dr Rajeshwari K & Dr Shameem S

So what is organizational culture? A common word used by many stakeholders of a company, it has a simple definition – “The way things are done around in an organization”. Barton (1992) has researched the paradox of the new product team’s requirements to manage core capabilities and core rigidities. i.e. while core capabilities of a firm are those deeply entrenched set of skills and knowledge that help in new product development, their downside is that they can become too inflexible and rigid. This can hamper the new product development activity. Only those project managers who can continuously discard old skills can prevent these rigidities and help in organizational renewal- which is extremely important for new product development. Some aspects under organizational culture are as follows: