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The purpose of this chapter is to introduce a theoretical framework that integrates research from various disciplines on different areas of New Product Development (NPD) in a common context. NPD encompasses a large number of topics and challenges in a firm, such as strategy formulation, deployment, resource allocation, and coordinated collaboration among people of different professions and nationalities, and systematic planning, monitoring, and control. In that light, NPD has long been an important topic for several business research disciplines, certainly economics, marketing, organizational theory, operations management, and strategy. Each of these very different topics represents a field of inquiry, and eachhas developed its own ‘micro-theories’ that focused on explaining and predicting phenomena pertinent to this field. To our knowledge, no ‘theory of NPD’ exists, and there is no consensus on whether …