Title: Time-to-market and concurrent engineering in product development processes

Authors: Alemu Moges Belay, Tauno Kekale, Petri Helo

Addresses: Department of Production, University of Vaasa, PO Box 700, FI-65101, Vaasa, Finland. ' Department of Production, University of Vaasa, PO Box 700, FI-65101, Vaasa, Finland. ' Department of Production, University of Vaasa, PO Box 700, FI-65101, Vaasa, Finland

Abstract: Nowadays time based strategy has become a competitive weapon for many industries. This article investigates whether companies should always follow learning curve for all types of innovation and products or not. New time to market model is proposed and compared with previous model by Prasad (1997). Products of 6 to 36 months market window time are considered and the results of revenue loss from these two models are different. This gives an insight for managers to take appropriate decision on which for what. From the result, Model I would be appropriate for continuous innovation and modified or extended products whereas Model II for discontinuous innovation and breakthrough products.

Keywords: time to market; concurrent engineering; new product development; NPD; discontinuous innovation; continuous innovation; time based strategies; competitiveness; learning curves; Biren Prasad; market windows; revenue loss; managers; modified products; extended products; breakthrough products; learning.

DOI: 10.1504/IJIL.2011.041225

International Journal of Innovation and Learning, 2011 Vol.10 No.1, pp.60 - 84

Published online: 13 Jul 2011 *

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