The purpose of this thesis is to explore how the standardization of a New Product Development (NPD) process affects creativity and efficiency. The research was conducted on a case company through several interviews with employees connected to the process with various experience within the company. Standardization and creativity have in the past been considered to be mutually exclusive. However, recent research shows a connection between them and suggests that they could complement each other. This thesis is built upon a framework of six factors affecting creativity in NPD and has further explored how these are connected to efficiency as well. The research concludes that creativity and efficiency in NPD can work in harmony, complementing and supporting each other by focusing on the content rather than the process.