Exploring Mediating and Moderating Influences on the Links among Cycle Time, Proficiency in Entry Timing, and New Product Profitability

@inproceedings{Langerak2008ExploringMA,
  title={Exploring Mediating and Moderating Influences on the Links among Cycle Time, Proficiency in Entry Timing, and New Product Profitability},
  author={Fred Langerak and Erik Jan Hultink and Abbie Griffin},
  year={2008}
}
Development cycle time is the elapsed time from the beginning of idea generation to the moment that the new product is ready for market introduction. Market-entry timing is contingent upon the new product’s cycle time. Only when the product is completed can a firm decide whether and when to enter the market to exploit the new product’s window of opportunity. To determine the right moment of entry a firm needs to correctly balance the risks of premature entry and the missed opportunity of late… CONTINUE READING

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