Speed-to-market strategy : an analysis of its impact on consumers.

• Main Authors: Chng, Suying., Goh, Hui Li., Teo, Wan Yee.
• Other Authors: Xia, Yang
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/8758
• Institution: Nanyang Technological University

This paper studies the relationship between the adoption of speed-to-market strategy and brand equity and determines if the strategy is necessary in view of the amount of users’ dissatisfaction with current products. It also assesses whether in fastening the speed to market, consumers would perceive...