Using Early Concept Narratives to Collect Valid Customer Input about Breakthrough Technologies: The Effect of Application Visualization on Transportation

The value of early customer input has long been recognized by companies. However, especially when breakthrough technologies are involved, more insight in valuable methods for collecting early customer input is needed. In this paper, we propose a method to evaluate a breakthrough technology with customers. First, a creative process should point...

Exploring Mediating and Moderating Influences on the Links between Cycle Time, Proficiency in Entry Timing and New Product Profitability

Development cycle time is the elapsed time from the beginning of idea generation to the moment that the new product is ready for market introduction. Market entry timing is contingent upon the new product’s cycle time. Only when the product is completed can a firm decide whether and when to enter the market to exploit the new product’s window of...