Hitachi Global Storage Technologies: Competing on Time

Abstract

This case discusses a firm’s challenge of establishing an integrated business analysis process and a policy for new product introduction decisions, such as the time-to-market decision and post-introduction operational decisions. Such decisions are based on various factors and information is often dispersed across multiple functional areas (such as Marketing, Manufacturing, and R&D) within an organization. The timing decision depends on various factors such as investing more time and resources in product and process design and improvement or push the product to market before competitors. Market-timing decisions are even more challenging when product life cycles are shortened and firms are pressured to release new products more frequently. What has been the optimal timing for a new product may not be the best timing for the next new product. The case illustrates challenges involved in a cross-functional and collaborative approach to develop and introduce a new product to the market.