Quality and Time-to-Market Trade-offs when There Are Multiple Product Generations
Manufacturing & Service Operations Management
R&D, Marketing, and the Success of Next-Generation Products
Marketing Science
Product platform design and customization: Status and promise
Artificial Intelligence for Engineering Design, Analysis and Manufacturing - SPECIAL ISSUE: Platform product development for mass customization
Timing Successive Product Introductions with Demand Diffusion and Stochastic Technology Improvement
Manufacturing & Service Operations Management
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Multiple-generation product lines require carefully planned strategies. Under a multiple-generation product development strategy, companies introduce a line of products to the market instead of introducing a single product to better utilize technology assets and resources in an elongated time span. For such product development and launch scenarios, cannibalization can occur, however. That is, multiple product generations compete in the same market and partition the company's market shares. In the paper, we propose a new framework to predict the sales and introduction timing for every product generation in a multiple-generation product line while considering cannibalization. We demonstrate a case study implementing the proposed framework on Apple Inc.'s iPhone product line. The results show that the forecast performance of the model matches the realized data. Moreover, because the proposed framework is not computationally prohibitive, it can be used widely.