How marketing research affects cycle time: a case of the telecommunications industry

Abstract

Examines how marketing research affects cycle time (the time from product conceptualization to product introduction), in technology‐driven industries. The key research question to be examined in this study is: how do the collection, dissemination and utilization of marketing research information affect cycle time? Focuses on the telecommunications industry as an industry in which technology often drives the dynamics in the marketplace. Presents an empirical examination of the key research question in an exploratory study of hardware firms in the telecommunications industry. The results suggest that the collection of marketing research does not impact cycle time significantly. However, increased frequency of dissemination of the information collected via marketing research can increase cycle time. Finds also that, while the utilization ofmarketing research in designing products can increase cycle time, utilization of marketing research for strategy development can actually reduce cycle time. Thus, incorporation of marketing research in new product development can aid the introduction of new products in a timely manner.