Track: Product Design and Development
Abstract
In this paper we present a decision analytic to analyze different product development scenarios and obtain the optimal recommendation on the product development time. These scenarios differ in many aspects such as the product complexity level, the competitor’s quality level, price demand-sensitivity. The objective to generate managerial insights on how much time should a company spent in the development when theses market characteristics differ. In general, product development time is sensitive to this market and yet the optimal strategy varies.