The accelerating rate of technological diffusion and
intensification of competition in the last 20 years have
transformed the nature of both products (including services)
and the design, development and delivery process
(Bhimani and Bromwich, 2010; Nixon et al., 2011). The
associated costs and risks have also increased dramatically.
Woods et al. explain in strategic and operational terms the
organisational and technical adaptations made by the business
unit of a European multinational to balance customer
product requirements, including price, with the company’s
profitability needs.