Making new product development (NPD) faster than competitors by gaining the first-mover advantage is critical for firms. This paper examines two competing hypotheses regarding shortening the NPD time. The information processing theory advises that the decision power in NPD projects should be...

Consumers often use an expected future price of a product as a reference for judging the current price, and consequently make purchase decisions such as whether to buy and how much to buy. Extant literature has acknowledged the use of an expected future price of a product in formation of price...