An agent-based investigation into the new product development capability

The capability to bring products to market which comply with quality, cost and development time goals is vital to the survival of firms in a competitve environment. New product development comprises knowledge creation and search and can be organized in different ways. In this paper, we study the performance of several alternative organizational models for new product development using a model of distributed, self-adapting (learning) agents. The agents (a marketing and a production agent) are modelled via neural networks. The artificial new product development process analyzed starts with learning on the basis of an initial set of production and marketing data about possible products and their evaluation. Subsequently, in each step of the process, the agents search for a better product with their current models of the environment and, then, refine their representations based on additional prototypes generated (new learning data). Within this framework, we investigate the influence of different types of new product search methods and generating prototypes/learning according to the performance of individual agents and the organization as a whole. In particular, sequential, team-based Trial & Error and House of Quality guided search are combined with prototype sampling methods of different intensity and breadth; also, the complexity of the agents (number of hidden units) is varied. It turns out that both the knowledge base and the search procedure have a significant impact on the agents' generalization ability and success in new product development. Andreas Mild was born in Vienna, Austria, in 1973. He studied business administration in Vienna, in 2000 he received his Ph.D. from the Vienna University of Economics and Business Administration (WU). Since 2003 he is associated professor at the WU. He has been guest professor in Frankfurt, Germany, Sydney, Australia and Bangkok, Thailand. Previous research appeared in Journals such as MIS Quarterly, Management Science and Marketing Science. His research interests currently include agent-based models, new product development and recommender systems. Alfred Taudes was born in Vienna, Austria, in 1959. He studied business administration and management information systems (MIS) in Vienna (doctorate 1984), in 1991 he received his Ph.D. from the Vienna University of Economics and Business Administration (WU). He was assistant professor at the WU (1986–1991) and professor for MIS at the German Universities of Augsburg (1991), Münster (1991/92) and Essen (1992/93). Since 1993, he has been professor for MIS at the WU and Head of the Department for Production Management. Since 2000, Dr. Taudes has been speaker for the Special Research Area SFB # 010 (Adaptive Information Systems and Modelling in Economics and Management Science). His research interests currently include agent-based models of industry structures, management of innovation, technology management and business strategy.