An attempt to distinguish different product development phase’s affinity corresponding to distinct knowledge creation modes. Proposes a mathematical formulation of extended Fuzzy Analytic Hierarchy Process (EFAHP) approach to determine the ranking of knowledge creation modes. Recommends mapping the triangular fuzzy numbers (TFNs) with normal distributions. Demonstrates the applicability and usefulness of the proposed EFAHP using an empirical study of development phase. Discusses the application of lean tools that can be used to improve the knowledge creation during development phase.