Flawed decision models and flexibility in product development

Research output: Contribution to journalArticlepeer-review

3 Scopus citations


In this article we answer a fundamental concern of product development management: How to best respond to uncertainty, unforeseeable uncertainty, and complexity in product development? To answer this question we apply reliability analysis, from behavioral economics, to product development and build a new model, showing that successful frameworks, practices, tools, and decision-making succeed by reducing the impact of decision errors. Our model contributes seven practical principles for managing action flexibility in product development. By applying these principles, product development managers can successfully exploit many existing practices, improve decision-making effectiveness, and leverage action flexibility.

Original languageEnglish (US)
Article number101728
JournalJournal of Engineering and Technology Management - JET-M
StatePublished - Jan 1 2023


  • Decision making
  • Flexibility
  • Innovation
  • Product development
  • Uncertainty

ASJC Scopus subject areas

  • Industrial relations
  • General Engineering
  • Strategy and Management
  • Management Science and Operations Research
  • Information Systems and Management


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