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 *

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Business Evidence

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Examples of Time to Market *

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Business Application

Time to Market Implementation *

Success Factors of Time to Market *

Measures of Time to Market *

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Professional Tools

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Further Reading

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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.

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