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In today's highly competitive industrial environment, those who are slow in bringing new products to market often lose out to those with a more agile development process. Developing products quickly while maintaining cost and quality demands a distinctive management approach that integrates marketing, engineering, manufacturing, and other activities. This article discusses the importance of development speed relative to the product's cost, performance, and development expense, and it suggestsdoi:10.1080/10429247.1990.11414568 fatcat:qoy3opiqbnef5jvt24e34ylnxq