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This thesis explores how new radical product concepts emerge under uncertainty in the context of the In-vitro Diagnostics (IVD) industry. Specifically, it studies how new product concepts that build on fundamentally new technology are elaborated, defined and modified in an early development stage within a globally operating corporation. An inductive single-case study design with two embedded cases within an IVD corporation is employed, building on a wide range of primary and secondary data to study this phenomenon. Data collection and analysis within and across the embedded cases were informed by Grounded Theory methods and techniques. Theory building led to the development of Scoping as a core-variable to explain the emergence of new product concepts under uncertainty. It is further characterised by a temporal as well as capability dimension, each building on two interlinked concepts, respectively: exploring and normalising for the temporal dimension, and substantive as well as dynamic organisational abilities from a capability perspective. This thesis sheds light on the dynamics of new, radical product development in complex market and corporate environments, contributing to our understanding of constant adaptation processes (concept shifts) during early development phases; suggesting that well-established exploration and exploitation phases of NPD are connected through an additional normalising phase that is bridging these two.

Exploring the emergence and shifting of new and radical product concepts in the context of In-vitro Diagnostics industry.