Product development management has evolved through major generations, and each successive generation has enabled far greater performance than the previous one. In the 1990s, aggressive competitors used time‐based product strategies to alter the competitive balance in their industries by applying the new product development practices of the time‐to‐market (TTM) generation. As a result, the introduction of new products accelerated by the end of the 1990s, eventually forced all companies to adopt these practices to remain competitive.
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