Abstract
Rapidly changing market environments (Carlson, 1994; Sellers, 1991), higher rates of technical obsolescence (Norton and Bass 1992), and shorter product life cycles (Bayus, 1994; and von Braun, 1990) mean that, to enable their firms to continue to grow and remain profitable over time, managers must commercialize a continuous stream of competitively advantaged products. Competitively advantaged products simultaneously satisfy customer needs, produce profits for the firm, and have a performance advantage over competitive products so that those profits can be sustained for some period of time (Griffin and Page, 1996). Producing a continuous stream of products means that the portfolio of projects undertaken over time at a firm is managed so that the market sees a stream of products which improve the benefits provided at a pace they can accept.
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McDonough, E.F., Griffin, A. (2000). Creating Systemic Capability for Consistent High Performance New Product Development. In: Jürgens, U. (eds) New Product Development and Production Networks. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-04255-7_19
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DOI: https://doi.org/10.1007/978-3-662-04255-7_19
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