New product development flexibility in a competitive environment
作者: Janne KettunenYael Grushka-CockayneZeger DegraeveBert De Reyck
作者单位: 1Department of Decision Sciences, George Washington University, 2201 G Street NW, Washington, DC 20052, USA
2Darden School of Business, University of Virginia, Charlottesville, VA 22903, USA
3London Business School, London NW1 4SA, United Kingdom and Melbourne Business School, 200 Leicester Street, Carlton, VIC 3053, Australia
4Department of Management Science and Innovation, University College London, London WC1E 6BT, United Kingdom
刊名: European Journal of Operational Research, 2015, Vol.244 (3), pp.892-904
来源数据库: Elsevier Journal
DOI: 10.1016/j.ejor.2015.02.016
关键词: Project managementOR in research and developmentProduct developmentDynamic programming
原始语种摘要: Abstract(#br)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, namely (i) its intensity, and (ii) its degree of innovation. We show that these two market characteristics can have a different effect on the value of flexibility. In particular, we show that more intense or innovative environments may increase or decrease the value of flexibility. For instance, we demonstrate that the option to defer a product launch is typically most valuable when there is little competition. We find, however, that under certain conditions defer options may be highly...
全文获取路径: Elsevier  (合作)
影响因子:2.038 (2012)

  • flexibility 柔顺性
  • development 开发
  • competitive 竞争性的
  • environment 环境
  • market 市场
  • option 选择
  • product 产物
  • defer 延期
  • competition 竞争
  • risky 危险