Suppose you are a Marketing Manager envisioning a new product, or an Operations Manager contemplating a process improvement, or a CEO who commissioned an integrated new product development team. If our assumptions hold, our model offers you a single numerical measure, called the degree of...

Some firms, particularly in high-tech, appear to view technology leadership and cost leadership as separate and distinct ways of achieving high profits within a given product market. In contrast, we develop a model of technology competition suggesting that a firm's success in sustaining its...