Competitive Advantage with New Product Development: Implications for Life Cycle Theory
Authors:
- 5 December 2008
- journal article
- research article
- Published by Taylor & Francis in Journal of Strategic Marketing
- Vol. 16 (5) , 401-411
Abstract
The article draws on product life cycle (PLC) and new product development (NPD) literature to demonstrate the strategic significance of the intersection of the two streams. This paper makes a unique contribution by illustrating when to employ NPD strategies and demonstrates the resulting interaction with the product life cycle. NPD strategies often fail when assumptions about the nature of the PLC curve are incorrectly perceived. NPD strategies also impact the PLC in a reflexive manner, opening up opportunities to alter the competitive landscape.Keywords
This publication has 8 references indexed in Scilit:
- THE LIFE CYCLE DIMENSION OF NEW PRODUCT DEVELOPMENT PERFORMANCE MEASUREMENTInternational Journal of Innovation Management, 2004
- Growing, Growing, Gone: Cascades, Diffusion, and Turning Points in the Product Life CycleMarketing Science, 2004
- Assessing the economic worth of new product pre‐announcement signals: theory and empirical evidenceJournal of Product & Brand Management, 2001
- The effects of technology standards on the structure of the global PC industryEuropean Journal of Marketing, 2000
- Timing, order and durability of new product advantages with imitationStrategic Management Journal, 1999
- The role of strategic alliances in high‐technology new product developmentStrategic Management Journal, 1995
- Competition and product management: Can the product life cycle help?Business Horizons, 1986
- Stage of the Product Life Cycle, Business Strategy, and Business Performance.Academy of Management Journal, 1984