Strategy in a technology firm: a case study

Summary form only given, as follows. The authors present an exploratory study of new product strategy and implementation in a British technology firm. New product strategies at the corporate, business, and project level are examined to determine their congruence. Moreover, strategy implementation at the project level is explored through a longitudinal analysis of three new product development projects. Data were collected through personal interviews, questionnaires, and corporate annual reports. Interviews were conducted with the division head and each project leader. Questionnaires were given to project leaders and team members at two stages in time, at the beginning of the design phase and after the design phase. Both the interviews and the questionnaires explored such issues as project goals and focus, speed of development, technology strategy, leader style, and project performance. The results show congruence between the different levels of new product strategy. Changes occur, however, at the project level which influence implementation of the original new product strategy.<>