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  1. (1. 西安电子科技大学 经济管理学院, 陕西 西安 710071;
    2. 陕西金山电气集团有限公司, 陕西 咸阳 712021)

  • 收稿日期:1900-01-01 修回日期:1900-01-01 出版日期:2004-04-20 发布日期:2004-04-20

On the tradeoff between time to market and performance under cannibalization strategy

LI Hua1;DU Zhen-wu2;XIAO Yu1


  1. (1. School of Economics & Management, Xidian Univ., Xi'an 710071, China;
    2. Shaanxi Jinshan Electric Group Co., Ltd., Xianyang 712021, China)
  • Received:1900-01-01 Revised:1900-01-01 Online:2004-04-20 Published:2004-04-20

摘要: 缩短新产品开发时间,提高产品性能已成为技术驱动型企业的战略目标.文中研究了在新旧产品并存策略下新产品开发时间与产品性能之间的平衡问题,得到与成长率相关的最优产品开发时间和最优阶段重叠量.模型分析表明,重叠阶段只是在一定程度上缩短了新产品开发时间;基本产品性能的提高有助于缩短新产品的开发时间,但效果并不明显;成长率弱化了重叠阶段生产率与最优产品开发时间及重叠量之间的相关性.这些结果修正了Calantone的3个结论.文中还得到两个新的结论:(1)在并存策略下,企业利润随着产品成长率的增大而增大;(2)阶段重叠量越小,新产品开发时间相应越大,企业可以通过提高产品成长率的方式增大企业利润.

关键词: 新产品开发, 并存策略, 开发时间

Abstract: Reduction of the new product development(NPD) cycle time and improvements in product performance rate become strategic objectives for many technology-driven firms. In this paper, a model is developed to study the trandeoff between them under cannibalization strategy. Optimal time-to-market and duration of the overlapping stage conncerned with cannibalization rate are obtained. The analysis of our model shows that the overlapping stage reduces the time-to-market to some extent. The existing product with high performance contributes to the rduction of time to market, but not obviously; cannibalization rate wakens the ralation between the productivity of the overlapping stage and the optimal time-to-market, and the optimal duration of the overlapping stage respectively. These results modify the three conclusions drawn by Calantone. Two new conclusions are derived from our model. They are (1) the bigger the cannibalization rate, the more profit the firm obtains. (2) the less the duration of the overlapping stage, the longer the time-to-market, and the shorter the windows of opportunity becomes, so the cannibalization should be increased to bring more profit for the firm.

Key words: new product development, cannibalization strategy, time-to-market


  • C934