Proposes that, inorder to optimize concept definition, organizations should manage it as a distinct and separate entity, running concurrently with development activities. In order to manage core technical competences continuously, and to balance the organization′s portfolio of products, maintains that concept definition should be an ongoing activity. Uses current literature to support these contentions; and offers a new model of the early development process. Discusses composition, responsibilities and integration of the major components of the model and concludes with a brief discussion of the organizational impact of this new approach to concept definition.
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