What First-to-Market Companies Do Differently

Abstract

OVERVIEW:As firms strive to reduce product cycle times, they face a quandary: Little knowledge exists about which acceleration factors effectively and reliably result in improved time-to-market. A first look at the relationship between order entry, firm structure and performance indicates that U.S. firms tend to use project coordinators most often, followed by matrix, and then dedicated-team structures. Dedicated teams, although used less often, enjoy the highest perceived success, while project coordinator and matrix structures garner much lower success ratings. Managers indicate that the factors that most often delay early-entry firms tend to be strategic in nature, lying within the idea development stage of the new-product development process.

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