"Dramatically Reducing Cycle Times Through Flash Development"

Mark Vandenbosch and Tom Clift

Long Range Planning

2002, Vol. 35, pp. 567-589

The authors begin by first describing three primary models of effective New Product Development:

1. The Stage/Gate model—which formalizes sequential steps in the process, including evaluation of readiness to proceed to the next step;
2. Compression Strategy model—which attempts to shorten or even eliminate steps in the process; and
3. The Flexible model—which conducts several stages of the New Product Development process in parallel or overlapping stages.

The article then details a fourth model, the Flash Development model, which is characterized as follows;

1. The primary objective is rapid completion of a NPD project with a known outcome and end-point;
2. The project should be completed at top speed by minimizing checks and balances during the project;
3. The participants are a cross-functional team selected primarily on the basis of their commitment to the predetermined outcome;
4. The team leadership style seeks consensus and empowerment;
5. The goal is to have stages completed at the same time to reduce time to market. Gates are often skipped or limited in number;
6. Customers have continual involvement and feedback throughout the process; and
7. Forward communication is extensive, ensuring that resources are in place at the required moment.

A large part of the article is devoted to an extensive case study of a Nortel Networks project which utilized the Flash Development approach.

Back to top of page