In today’s fast-paced, fiercely competitive world of commercial
new product development, speed and flexibility are essential.
Companies are increasingly realizing that the old, sequential
approach to developing new products simply won’t get the job
done.
Instead, companies in Japan and the United States are using a
holistic method—as in rugby, the ball gets passed within the
team as it moves as a unit up the field.
https://hbr.org/1986/01/the-new-new-product-development-game