Speed-to-market strategy : an analysis of its impact on consumers.
Goh, Hui Li.
Teo, Wan Yee.
Date of Issue2003
College of Business (Nanyang Business School)
This paper studies the relationship between the adoption of speed-to-market strategy and brand equity and determines if the strategy is necessary in view of the amount of users’ dissatisfaction with current products. It also assesses whether in fastening the speed to market, consumers would perceive product quality to be compromised or maintained.
Final Year Project (FYP)
Nanyang Technological University