Strategic product line breadth decisions evoke differential responses from the manufacturing and the marketing areas: manufacturing prefers keeping process disruptions to a minimum and, as a result, discourages product proliferation; however, marketing, in its attempt to match products to...

In this field study, conducted at a leading avionics guidance systems manufacturer, we gathered primary data on time and cost performance of both the design and manufacturing phases of new product development (NPD). We modeled the impact of the management levers relating to oversight, the...

Product design decisions substantially affect the cost and revenue drivers. A design configuration with commonality can lower manufacturing cost. However, such a design may hinder the ability to extract price premiums through product differentiation. We explicitly investigate the...

We study the key determinants of customer satisfaction with software products. Our analysis, based upon a large sample of over 2,500 customer responses, suggests that capability and usability are the critical drivers of overall customer satisfaction. We also find that the importance of seven key...

In fast-cycle, high technology industries, the speed and rate at which companies can introduce products into the market are critical for sustaining competitive advantage and market share. The authors analyze new product development by three international manufacturers that dominate a segment of...