Time to Market
The speed at which companies can introduce products into the market is critical for sustaining competitive advantage, and the reduction of product development cycle time has become a strategic objective for many technology-driven firms. The concept explores how this can be achieved and offers some practical examples and success factors.
Technique Overview
Time to Market Definition
Time-to-market (TTM) refers to the time from which a company initially conceives a product or service idea to the point when the actual product or service is accessible to buyers in the market (Afonso et al., 2008).
Time to Market Description *
* The full technique overview will be available soon. Contact us to register your interest in our business management platform, and learn all about Time to Market.
Business Evidence
Strengths, weaknesses and examples of Time to Market *
* The business evidence section is for premium members only. Please contact us about accessing the Business Evidence.
Business Application
Implementation, success factors and measures of Time to Market *
* The business application section is for premium members only. Please contact us about accessing the Business application.
Professional Tools
Time to Market videos and downloads *
* The professional tools section is for premium members only. Please contact us about accessing the professional tools.
Further Reading
Time to Market web and print resources *
Time to Market references (4 of up to 20) *
- Afonso, P., Nunes, M., Paisana, A. and Braga, A. (2008) The Influence of Time-to-market and Target Costing in the New Product Development Success. International Journal of Production Economics, Vol. 115(2), pp. 559-68.
- Ali, A., Krapfel, R. and LaBahn, D. (1995) Product Innovativeness and Entry Strategy: Impact on Cycle Time and Break-even Time. Journal of Product Innovation Management, Vol. 12, pp. 54-69.
- Antony, J. and Banuelas, R. (2002) Key Ingredients for the Effective Implementation of Six Sigma Program. Measuring Business Excellence, Vol. 6(4), pp. 20-27.
- Byrd, T.A. (2002) Information Technology, Core Compentencies, and Sustained Competitive Advantage. In M. Khosrow-Pour (Ed.), Collaborative Information Technologies, IRM Press, Hershey, PA.
* The further reading section is for premium members only. Please contact us about accessing the further reading.
Learn more about KnowledgeBrief Manage and how you can equip yourself with the knowledge to succeed on Time to Market and hundreds of other essential business management techniques