Time-to-market and concurrent engineering in product development processes

Nowadays time based strategy has become a competitive weapon for many industries. This article investigates whether companies should always follow learning curve for all types of innovation and products or not. New time to market model is proposed and compared with previous model by Prasad (1997). Products of 6 to 36 months market window time are considered and the results of revenue loss from these two models are different. This gives an insight for managers to take appropriate decision on which for what. From the result, Model I would be appropriate for continuous innovation and modified or extended products whereas Model II for discontinuous innovation and breakthrough products.