Many new products are based on new technologies, which may in turn be based on new scientific discoveries. The extant literature on new product development has focused on how a firm may successfully commercialize new products. There is a corporate cost associated with new product failure, which...

Purpose – The purpose of this paper is to provide greater insights to managers seeking to time properly the launches of innovative new products (NPs) across multiple generations. This paper aims to address the rhythm matching problem by developing a typology and a conceptual framework of the...