 In line with contingency theory, an organization’s environmental velocity dictates the rate at which high performing organizations should adapt.In a study that examined the link between product innovation and organizational change, Eisenhardt and Tabrizi (1995) show that rapid product development facilitates fast organizational change and thus gives firms the capability to keep pace with fast changing environments.Similarly, it has been found that the management of multiple-product innovation projects by firms induces improvisation and experimentation behaviors within these firms.