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New Product Launch Decisions Under Competition And Uncertainty: A Real Options And Game-Theoretic Approach To New Product Development, James O. Ostler
New Product Launch Decisions Under Competition And Uncertainty: A Real Options And Game-Theoretic Approach To New Product Development, James O. Ostler
Theses and Dissertations
New product development is central to many firms' future success. Not only as a means to continue to maintain their piece of the market, but product development can also be a strategic means for a company to diversify, and/or alter focus to adapt to changing market conditions.
Most of the research in new product development has been on how to do it cheaper and faster than the next guy. However, early commercialization does not guarantee a position of strength in the market. Failures of EMI in CT scanners and Xerox in personal computers illustrate that being first to market does …