Literature Review

Abstract

The factor “time” has been the object of study in a substantial body of literature on new product development and launch. Research interest on “time”, “timing”, “speed”, or “acceleration” has grown primarily with the evolution of time-based competition and the propagation of time as a key success factor in international business. At the same time, to some extent compelled by time-based competition research, a couple of other, strongly related streams of research have evolved. One of these research streams is founded upon the assumption that the ability to be fast in launching new products constitutes a competitive advantage and therefore investigates tools and procedures to accelerate the new product development process.