New Product Development and Strategy Lab - NPDS_Lab

The New Product Development and Strategy Lab (NPDS_Lab) at IMT School is a research initiative that examines how organizations conceive, design, build, launch, and scale new products across both established firms and entrepreneurial ventures. The lab connects product design choices to strategic outcomes, emphasizing how evidence, experimentation, and cross-functional coordination shape performance over time. It adopts a process view of innovation—from opportunity identification and concept development through go-to-market execution and post-launch iteration—while accounting for the organizational structures, incentives, and governance mechanisms that influence decision quality and speed.