Science and technology advances drive firms to continually enhance their product’s performance and launch sequentially improving offerings. Firms face challenges in marketing such improving products to well informed, forward-looking consumers who anticipate product improvements and seek to...

New product development in several industries is driven by innovations in underlying technologies. Firms developing new generation products often face the following choice: they can either introduce a product based on a proven and immediately available technology, or delay product introduction...

Firms developing novel and innovative products regularly face a canonical product development and introduction problem: introduce a proven and immediately available product, or delay product introduction until the successful development of an advanced version. Limited access to resources for the...