Betz (1993) identifies speed and “correctness” as the essential criteria for evaluating a product development process and indicates that the difficulty in achieving them is due to the uncertainties, variations, and changes that need to be accommodated in the product development cycle. Bower and Hout (1988) have illustrated the importance of these attributes by analysing Toyota’s fast product cycle capability. They found that Toyota aims to introduce new products ahead of its competitors. Through constantly trying out new models, Toyota is able to observe customer choices. This enables the company to keep current with changing market trends and simultaneously facilitate the development of a “customer-oriented culture.”