Multi-Project Strategy and Market-Share Growth: The Benefits of Rapid Design Transfer in New Product Development (Classic Reprint) - Hardcover

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Excerpt from Multi-Project Strategy and Market-Share Growth: The Benefits of Rapid Design Transfer in New Product Development

This study focuses on two other perspectives that have been often underestimated with respect to different ways to utilize existing product technologies within the firm. First, technologies that are based on existing products with some modifications or enhancements can be used in a redesign of the same product line for a replacement, or in other cases they can also be transferred to another product line that targets a different market segment from the original product. While, in the first case, firms enhance the competitiveness of an original product, in the second case, they transfer technologies of one product to others to capture a new market segment and achieve economies of scope in development. These two different applications of the same incremental change scheme have clearly different implications on market competition at the corporate level. It is necessary to analyze the impact of the incremental changes by separating effects of the pure product enhancement verses the scope strategies.

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