Now or Never Revisited: An Analysis of Market Entry Timing for Successive Product Generation Full paper

Determining the optimal market entry timing for successive technological innovations is a critical decision for firms. Pioneering studies dealing with this issue have focused one-time sale (e.g., HDTV), and concluded that a new product should be introduced to the market either now or never, or now or at maturity. However, these prior studies do not examine another commonly seen business practice — revenue is generated from continuous services...