Stage-Gate Hybridization Beyond Agile: Conceptual Review, Synthesis, and Research Agenda

In this article, we address the complex implementation of Stage-Gate hybrid models in new product development (NPD) processes. The existing literature provides fragmented insights into the implementation of hybrid models, and this systematic literature review offers a more holistic understanding of the Stage-Gate hybridization phenomenon. Our findings first reveal three iterative methodologies (Agile, Design Thinking, and Lean Startup) that are integrated into the Stage-Gate process in either a nested or handed-over hybridization form, second, identify the stages of the NPD process that are best suited for the integration of these methodologies, third, show and describe three types of hybrid models (Agile/Stage-Gate, Design Thinking/Stage-Gate, and Design Thinking and Lean Startup/Stage-Gate), and finally identify four aggregated dimensions (project type, market, technology, and learning gap) that R&D managers should consider when deciding to activate a hybrid model for a specific project. This study contributes to innovation and project management research by advancing the Stage-Gate hybridization phenomenon's conceptualization beyond the Agile/Stage-Gate model, addressing the calls for contingency studies in the domain of hybrid models, providing managerial guidance on the activation of these models, and identifying future research directions. The study is supplemented by a description of how and when four manufacturers have successfully employed hybrid models.