search query: @author Eliashberg, J. / total: 23
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| Author: | Cohen, M. A. Eliashberg, J. Ho, T-H. |
| Title: | New product development: The performance and time-to-market tradeoff |
| Journal: | Management Science
1996 : FEB, VOL. 42:2, p. 173-186 |
| Index terms: | PRODUCT DEVELOPMENT COMPANIES COMPETITION |
| Language: | eng |
| Abstract: | This study focuses on the tradeoff between target performance and time-to-market a new product. Under an additive multistage model of the performance "improvement" process the study shows that it is optimal to concentrate efforts on the most productive stage. It is possible to determine the optimal time-to-market and the product performance target, both of which are functions of the parameters relating to the firms' cost structure and to the market characteristics. The study also derives the minimal speed of improvement capacity required for undertaking profitably new product development projects and shows that this lower bound is a fairly complex function of the firm's rate of development rate expense, current performance in the market, product category demand rate, new product profit margin,competitors' market share,and window of opportunity. |
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