New product introduction delays in the computer industry

In the 1980s, quality was the competitive priority that won orders in the marketplace. More recently, time‐based competition has emerged as the winning strategy, especially in fast‐cycle industries. Being the first to introduce a product into the market can bring significant benefits like higher price premiums or greater market share. Conversely, delaying the introduction of new products can lead to fearful consequences such as lower market share, lower margins, or the loss of customer goodwill. This paper reports on the reasons for delays in the introduction of new products in the computer industry. The analysis of the data suggests that quality should be built into the new product development process as a first step to accelerate the market introduction. The use of quality function deployment is suggested as a useful tool for reengineering the new product development process.