New product development flexibility in a competitive environment

• Main Authors: KETTUNEN, Janne, GRUKSHA-COCKAYNE, Yael, DEGRAEVE, Zeger, DE REYCK, Bert
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2015
• Subjects: Project management; OR in research and development; Product development; Dynamic programming; Business Administration, Management, and Operations; Programming Languages and Compilers
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/6760; https://ink.library.smu.edu.sg/context/lkcsb_research/article/7744/viewcontent/1_s2.0_S0377221715001137_main.pdf
• Institution: Singapore Management University

Managerial flexibility can have a significant impact on the value of new product development projects. We investigate how the market environment in which a firm operates influences the value and use of development flexibility. We characterize the market environment according to two dimensions, namel...