E-resources
Peer reviewed
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Fisch, Jan Hendrik; Ross, Jan-Michael
Marketing (Munich), 01/2014, Volume: 36, Issue: 2Journal Article
Choosing the “right” time is a broadly accepted success factor in new product development. However, the inconsistency of empirical findings on the timing of projects suggests that the range of relevant influencing factors is wider than expected. What factors do firms consider when they start the development of a new product and what shapes the decision to launch a new product on the market? In this paper, we summarise empirical and conceptual work on these timing decisions. We propose research consider the influencing factors as a necessary prior step before studies recommend a certain timing for new product development.
