Srikant Datar, C. Clark Jordan, Sunder Kekre, Surendra Rajiv, Kannan Srinivasan, Advantages of Time-Based New Product Development in a Fast-Cycle Industry, Journal of Marketing Research, Vol. 34, No. 1, Special Issue on Innovation and New Products (Feb., 1997), pp. 36-49
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Datar et al. (1997) studied this question.