“…In this case the opportunity sensing helps firm to avoid two types of error in NPD projects, which are: (1) the potential failure project that is preceded because managers have ignored risk signals, and (2) the potential success project that is prematurely terminated because of lacking evidences for it success (Bonabeau, Bodick, & Armstrong, 2008). At the end, the need to create alignment will be reduced when the fit between new product and market need is improved (Pan, Pan, & Hsieh, 2006). Since continuously sensing the market and seizing the right capability is the way for sustainable competitive advantage (Harreld, O'Reilly, & Tushman, 2007), the cycle will be repeated again once the alignment is affected by new market dynamism (See Region A in Figure 1).…”