AbstractFuzzy logic technology is an emerging area in which large Japanese firms have developed competence and introduced a large number of products in a short period of time, though the original concept had originated elsewhere. The Japanese approach towards new product development is a highly interactive process, which uses extensively organisational intelligence, concurrent engineering, technology fusion, and continuous opportunity seeking. The analysis indicates that firms have to concentrate on idea management for stimulating long-term thinking in high technology areas to sustain innovativeness.