Unveiling the relationship between drivers and capabilities for reduced time-to-market in start-ups: A multi-method approach

Abstract Reduced time-to-market (TTM) is mandatory in new product development, especially in uncertain environments. The capabilities for reducing TTM are well known in the literature. However, to the best of our knowledge, no study aims to present the mutual influence between these capabilities and drivers for reducing TTM. Moreover, this subject is insufficiently understood regarding start-ups, the focus of the present research. To mitigate this gap, this paper aims to identify the map of the relationship between the drivers and capabilities for reducing TTM in start-ups. A preliminary list of drivers and capabilities was identified through a Systematic Literature Review and then validated for start-ups in consultation with experts. The Interpretive Structural Modelling (ISM) method was used to develop a hierarchical model, and the analysis of the dependence and driving power of such drivers and capabilities was performed by Fuzzy MICMAC (Matriced’ Impacts Croise's Multiplication Applique'e a’ un Classement). The results showed that five drivers led start-ups to attain nineteen capabilities to reduce their TTM. These capabilities present synergy and can be organised in a structural model that shows the hierarchy among the capabilities, indicating which one should be developed with priority. Concerning practice, the results obtained can provide start-ups and policymakers with a much more efficient roadmap to bring products to market faster and improve the performance of companies.

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