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| Author: | Morgan, L. O. Morgan, R. M. Moore, W. L. |
| Title: | Quality and Time-to-Market Trade-offs when There Are Multiple Product Generations |
| Journal: | Manufacturing & service operations management
2001 : SPRING VOL. 3:2, p. 89-104 |
| Index terms: | QUALITY MARKETS PRODUCTS |
| Language: | eng |
| Abstract: | The authors evaluate the factors determining optimal development-cycle length and intensity using a forward- looking model that allows for multiple product generations. Comparisons are made with restricted versions of the model that reflect pure single generation and sequential single generation approaches. Against an active competitor, the multiple generation approach is much more profitable, with the greatest differences in fast-moving industries. More total time is spent in development when a multiple generation model is used. Further, this time is dedicated to the more frequent introduction of improved product generations - a "rapid inch-up" strategy - resulting in more, higher quality products over time. |
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