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Timingstrategien — Zeitoptimale Ausgestaltung von Produktentwicklungsbeginn und Markteintritt

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  • Wolfgang Buchholz

    (Projektteam PEP-I. T.)

Abstract

Summary Today one important success factor in new product development is time. This paper considers the timing of the limiting dates in new product development, namely beginning and end of the process. First, development process triggering and market launch of the product are discussed as individual timing problems. Then an integrated approach combining the two points of time is derived. The resulting combined timing strategies reveal new strategic options which should be considered when designing the new product development process.

Suggested Citation

  • Wolfgang Buchholz, 1998. "Timingstrategien — Zeitoptimale Ausgestaltung von Produktentwicklungsbeginn und Markteintritt," Schmalenbach Journal of Business Research, Springer, vol. 50(1), pages 21-40, January.
    • Handle: RePEc:spr:sjobre:v:50:y:1998:i:1:d:10.1007_bf03371488
    DOI: 10.1007/BF03371488
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    References listed on IDEAS

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    1. Schnaars, Steven P., 1986. "When entering growth markets, are pioneers better than poachers?," Business Horizons, Elsevier, vol. 29(2), pages 27-36.
    2. K. Sridhar Moorthy & I. P. L. Png, 1992. "Market Segmentation, Cannibalization, and the Timing of Product Introductions," Management Science, INFORMS, vol. 38(3), pages 345-359, March.
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