Recent developments in Internet technology and the World Wide Web have the potential of making the product development process truly integrated, simultaneous, flexible, and responsive. However, little is known about how the Web can be effectively used for new product development. Based on the premise that Internet technology can be an agent of enterprise information integration, information enabled organization, and customer responsiveness, we develop a reference model which lays out the scope and benefits of using the Web for new product development. We also develop an implementation framework that informs product development managers about a variety of Web technologies that can be used for Web-based product development.