The research study analyzed the strategies used to managing knowledge during the definition of a new product, specifically, the conceptualization stage of preliminary product definition. This study analyzed knowledge needs and some performance conditions that R&D teams had to deal with within the context of QPD. The goal of this study was to understand the social and ICT factors that intervene during the process of product definition. A modified Benefit-Tools-Organization-Process-People (BTOPP) framework was used to describe the people, tools, processes and organization of R&D teams during the International Competition of “24 hours of innovation”. Results show that teams require a wide range of ICTs and a flexible knowledge support system.