The Hybrid Model Matrix: Enhancing Stage-Gate with Design Thinking, Lean Startup, and Agile

Volume 64, Issue 5, September-October 2021, Page 18-30

The Hybrid Model Matrix supports managers’ decision-making regarding which new product development (NPD) processes to activate for a specific project. Stage-Gate is the backbone process of the matrix, and design thinking, Lean Startup, and Agile are plugged in to create three different hybrid models. The matrix also provides guidance regarding when R&D managers might use each model. The Hybrid Model Matrix outlines four approaches––linear Stage-Gate and the three hybrid models—that R&D managers may activate selectively based on company knowledge of users and categories. R&D managers can use the Hybrid Model Matrix to guide NPD projects better since they can determine the most suitable model given each opportunity’s specific context.