Previously, new product development was viewed as an isolated function separated from other parts of the organization, but now it is argued that retaining new product development isolated from other parts of the organization is no longer the most appropriate approach due to the turbulent and demanding environment.
Áður fyrr var litið á vöruþróun sem eingangraðan þátt starfseminnar, aðskildan frá öðrum hlutum hennar. Nú er því hins vegar haldið fram að það eigi ekki lengur við vegna óstöðugs og krefjandi umhverfis.