Datar, S., Jordan, C.C., Kekre, S., Rajiv, S. & Srinivasan, K. (1997). Advantages of Time-Based New Product Development in a Fast-Cycle Industry. Journal of Marketing Research, 34(1), 36-49.
Format: Peer-reviewed article
Type: Research — Non-experimental
Experience level of reader: Advanced
Annotation: This article investigates the advantage of lead time on market share. Three firms were surveyed, all of which were suppliers of computer components — a fast paced industry rapidly producing new products. The authors found that lead time positively impacts market share, more so during volume production and concept generation stages than at the prototype development stage. However, the authors also discovered that there are lead time thresholds and lag time thresholds. During these times a competitor may enter the market and capture significant market share, eliminating the gains that would have been realized by the company reaching the marketplace first. However, lead time threshold varies depending on the structure of the company. Organizations with a concentrated structure have approximately 33 days to introduce a new product, while those with a distributed structure have only 10 days. Further work in this area is needed, as the small sample and specific industry area included in this survey prevent the results from being readily generalizable to other industries.
Setting(s) to which the reported activities/findings are relevant: Large business, Small business (less than 500 employees)
Knowledge user(s) to whom the piece of literature may be relevant: Manufacturers, Researchers
Knowledge user level addressed by the literature: Sector
This article uses the Commercial Devices and Services version of the NtK Model
Method: Listening to the customer's needs early in the product development process has been identified as being critical for eventual market success. (Griffin & Hauser, 1993; Hauer & Clausing, 1988; Nayak & Chen, 1993)
Occurrence of finding within the model: Step 4.11, Step 2.2, Step 1.1, Step 6.3, Step 6.1, Step 5.3
Tip: When conducing evaluations, keep in mind that customers are likely to retain or switch suppliers on the basis of service (55%), quality (7%), or price (7%). (Forum Corporation, 1988)
Occurrence of finding within the model: Step 9.1, Step 8.2