Towards eccentric organisations – a case study of new product development

Eccentric organisations are characterised by the capability to reflect on their own functioning within their industrial environment and societal context. Organisational responsibility, identity and intelligence are the three interrelated aspects of the concept of eccentricity applied to organisations. In order to achieve this, fitting social dynamical processes (reflection, communication and integration), systems and structures need to be introduced into the organisation. In this paper, a case study of new product development (NPD) is used to illustrate eccentricity in organisations. In NPD, where the goal is to develop a capability of innovativeness both in the short‐term‐oriented operational effectiveness of NPD prospects, as well as in the longer‐term‐oriented strategic flexibility of the NPD function, developing such an ability for reflecting‐in‐collective‐action is especially crucial.