California Management Review

Abstract

This article explores organizational learning for new product development through a study of thirteen innovation teams from Apple, IBM, and HP. There are three types of organizational learning: Within-Team Learning, Cross-Team Learning, and Market Learning. A new product team need not excel at all three. In fact, under different circumstances some types of learning can actually be detrimental to a project's outcome. This article discusses each of these learning types and explains when each is appropriate and why.

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