Contact Us

If you still have questions or prefer to get help directly from an agent, please submit a request.
We’ll get back to you as soon as possible.

Please fill out the contact form below and we will reply as soon as possible.

  • Courses
  • Home
  • Business Management & Operations
  • Strategy, Entrepreneurship, & Innovation

Time to Market - Definition

Written by Jason Gordon

Updated at December 16th, 2020

Contact Us

If you still have questions or prefer to get help directly from an agent, please submit a request.
We’ll get back to you as soon as possible.

Please fill out the contact form below and we will reply as soon as possible.

  • Accounting, Taxation, and Reporting
    Managerial & Financial Accounting & Reporting Business Taxation
  • Law, Transactions, & Risk Management
    Government, Legal System, Administrative Law, & Constitutional Law Legal Disputes - Civil & Criminal Law Agency Law HR, Employment, Labor, & Discrimination Business Entities, Corporate Governance & Ownership Business Transactions, Antitrust, & Securities Law Real Estate, Personal, & Intellectual Property Commercial Law: Contract, Payments, Security Interests, & Bankruptcy Consumer Protection Insurance & Risk Management Immigration Law Environmental Protection Law Inheritance, Estates, and Trusts
  • Marketing, Advertising, Sales & PR
    Principles of Marketing Sales Advertising Public Relations SEO, Social Media, Direct Marketing
  • Business Management & Operations
    Operations, Project, & Supply Chain Management Strategy, Entrepreneurship, & Innovation Business Ethics & Social Responsibility Global Business, International Law & Relations Business Communications & Negotiation Management, Leadership, & Organizational Behavior
  • Economics, Finance, & Analytics
    Economic Analysis & Monetary Policy Research, Quantitative Analysis, & Decision Science Investments, Trading, and Financial Markets Banking, Lending, and Credit Industry Business Finance, Personal Finance, and Valuation Principles
  • Professionalism & Career Development
  • Courses
+ More

What is Time to Market (TTM)?

Time to Market is the period of time from the conception of a product to its final production or availability for sale in the market. 

Back to: STRATEGY, ENTREPRENEURSHIP, & INNOVATION

Types of Time To Market  

The primary goal of every company is to provide quality products for their customers in the shortest time possible. The major types of TTM are:

  • Speedy TTM- This is about pure speed, though it is not the best objective, many organizations use it. The company's goal is to deliver the product as quickly as possible.
  • Predictable schedules TTM- in this case, the products are schedules to meet customers needs at specific time, so they are produced and delivered based on schedule.
  • Flexible TTM- here, time to market changes because the goal is customers satisfaction. So, production time is flexible to suit the needs of the customers.
  • Minimised TTM- managers that want to minimise cost or labor use this type of TTM. This type of TTM cuts expenses and labor.

Academic Research on TTM (Time to market)

  • New product development: The performance and time-to-market tradeoff, Cohen, M. A., Eliasberg, J., & Ho, T. H. (1996). Management Science, 42(2), 173-186.
  • New product development structures and time-to-market, Datar, S., Jordan, C., Kekre, S., Rajiv, S., & Srinivasan, K. (1997). Management Science, 43(4), 452-464.
  • Performance and time to market: Accelerating cycle time with overlapping stages, Calantone, R. J., & Di Benedetto, C. A. (2000). IEEE Transactions on Engineering Management, 47(2), 232-244.
  • Time to market, Pawar, K. S., Menon, U., & Riedel, J. C. (1994). Integrated manufacturing systems, 5(1), 14-22.
  • Investing in product development and production capabilities: The crucial linkage between time-to-market and ramp-up time, Carrillo, J. E., & Franza, R. M. (2006). European Journal of Operational Research, 171(2), 536-556.
  • Time-to-market: Put speed in product development, Vesey, J. T. (1992). Industrial Marketing Management, 21(2), 151-158.
  • Time to market prediction using type-2 fuzzy sets, Baguley, P., Page, T., Koliza, V., & Maropoulos, P. (2006). Journal of Manufacturing Technology Management, 17(4), 513-520.
  • Design for manufacturability and time-to-market, Part 1: theoretical foundations, Youssef, M. A. (1994). International Journal of Operations & Production Management, 14(12), 6-21.
  • The influence of time-to-market and target costing in the new product development success, Afonso, P., Nunes, M., Paisana, A., & Braga, A. (2008). International Journal of Production Economics, 115(2), 559-568.
  • Quality and time-to-market trade-offs when there are multiple product generations, Morgan, L. O., Morgan, R. M., & Moore, W. L. (2001). Manufacturing & Service Operations Management, 3(2), 89-104.
  • New product development process and time-to-market in the generic pharmaceutical industry, Pranikar, J., & kerlj, T. (2006). Industrial Marketing Management, 35(6), 690-702.

Was this article helpful?

Yes
No

Related Articles

  • 5Ps - Placement
  • Types of Business Strategy - Explained
  • Financial Analysis of Business Idea (Overview)
  • Business Model vs Business Plan

©2011-2021. The Business Professor, LLC.
  • Privacy

  • Questions

Definition by Author

0
0
Expand