Concern is shown that the multiple dimensions of new-technology product development are not managed in a coordinated manner across the entire product development cycle. The complexity of doing this is likened to managing the wave patterns of an ocean. A phase model framework is presented that shows five phases of technology and high-tech product development activities, the interrelationships among these activities, and the need to integrate and coordinate these activities. An overall technology management strategy for the entire cycle is presented that consists of a set of seventeen component strategies, in five groups. This overall technology management strategy is believed to help integrate the technology and high-tech product development cycle activities and to provide focus for competing on the basis of technology.