Total quality management (TQM) for new product development (NPD) implies first, external quality (EQ): a focus on market demands and organizational embedding; second, internal quality (IQ): the efficiency of the primary NPD processes, and third, process quality (PQ): an orientation on development of NPD competencies. Good quality management in NPD concerning all three types of quality is only achieved when, in addition to the so‐called system‐technical approach, ample attention is paid to the social dynamics of NPD management. Social dynamics are a main element of dynamic NPD management, which further comprises configurational dynamics and the balancing of short‐ and long‐term NPD performance (again in terms of EQ, IQ and PQ). Three clusters of social‐dynamical aspects are worked out conceptually, operationalized and linked to performance: leadership, collective mind and narratives. Based on a multiple case study research, empirical findings will be presented concerning social‐dynamical aspects in practice. In our conclusions we will also reflect upon the usefulness of these concepts for further theory development in the area of dynamic NPD management related to TQM.
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