Product development occurs more frequently as product life cycles shirk and new product offerings expand. Inthis high-change and complex environment, firms face high levels of uncertainty and equivocality, and in response, they seek integrative structural mechanisms. In these organizations, product development is characterized by the use of heavyweight product development managers, concurrent engineering and computer usage.These mechanisms give product development efforts the senior leadership to overcome resistance, the ability to integrate and coordinate and activities, the access to relevant information, and the ability to process it effectively.