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An Analysis of Serendipity in NPD: Six Cases

Author

Listed:
  • Paul Trott

    (University of Portsmouth, SMI
    Nile University)

  • Paul Elwood

    (University of Liverpool
    Nile University)

  • David Baxter

    (University of Southampton
    Nile University)

Abstract

Serendipity is widely recognised as an important feature of innovation management practice, and yet it is not yet the subject of systematic study. We analyse six cases of serendipity in innovation and identify activities which increase the likelihood of serendipity. We develop a model of serendipity in NPD. We suggest process, environment, and people as three important organizational elements of managing for serendipity during new product development. We contribute to innovation theory and show serendipity as an organisational capability in the NPD process.

Suggested Citation

  • Paul Trott & Paul Elwood & David Baxter, 2025. "An Analysis of Serendipity in NPD: Six Cases," Springer Proceedings in Business and Economics,, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-72490-9_57
    DOI: 10.1007/978-3-031-72490-9_57
    as

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