PERSPECTIVE: First, Fast, and On Time: The Path to Success. Or Is It?

Abstract

To be competitive, and become the industry leader, the firm needs to be fast, first, and on time, or so the story goes. Fast development cycle times, first to market, and schedule predictability are the three basic principles of new product development performance, but what does the evidence actually show? A review of current research, schedule performance data, and cycle time data shows that following these principles does not necessarily lead to success. Recent studies indicate that being first to market is not necessarily any better than being second, third, or even fifth. Several leading companies in the fast cycle time movement are rethinking their first‐to‐market strategy, and some are deliberately lengthening their cycle times. Finally, the correlation between schedule accuracy and business results is practically nonexistent in the product lines reviewed for this article. The evidence found while researching this article has led the authors to recast these three traditional principles into three new market‐focused guiding principles: effective market introduction timing, first to mindshare, and managed responsiveness. To provide direction in applying these three principles, three types of market windows are defined: imposed, controllable, and emergent. How one approaches each of the three guiding principles is driven by which type of market window the organization is operating within, and other business characteristics, such as market position and the ability to differentiate.