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| Author: | Krishnan, V. Bhattacharya, S. |
| Title: | Technology Selection and Commitment in New Product Development: The Role of Uncertainty and Design Flexibility |
| Journal: | Management Science
2002 : MAR, VOL. 48:3, p. 313-327 |
| Index terms: | NEW PRODUCTS PRODUCT DEVELOPMENT FLEXIBILITY TECHNOLOGY |
| Language: | eng |
| Abstract: | Selecting the right technologies to incorporate in new products is a particularly challenging aspect of new product definition and development. While newer advanced technologies may offer improved performance, they also make the product development process more risky and challenging. In this paper, the authors focus on the problem of technology selection and commitment under uncertainty, a major challenge to firms in turbulent environments. The authors argue that the "pizza-bin" approach of rejecting prospective technologies outright may not serve firms well when the pressure to differentiate products is enormous. |
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