Comparison of Innovation Strategies With Uncertain Technologies in Uncertain Markets

摘要

This study presents the results of investigating which innovation strategy -- Process-based, Speed-based or Learning-based -- is a better predictor of new product success. By studying 201 new product teams, we have learned that single strategy does not fit all environments. Depending on the level of technical and market uncertainty some strategies are better. This article explores which strategies are better under different market and technical conditions.