Another drag on the NPD in this case that was constructed from the research
materials was “problem definition practices” of the project. When an issue that caused
some hindrance to the project emerged, some of the team members saw it as a serious
problem, others defined it just a minor snag. Creating mutual understanding about any
particular problem seemed to be difficult in any given context. For example, the
numerous rounds of developing the sensory properties of the product caused increased
friction between the participating organisations. Similarly, when the package design
started, it was decided that a distinctive premium package was to be designed in the
assignment. Later, after the several re-design rounds guided by the brand owners, the
package ended up looking like the contemporary dominant design on the market.