Rapid innovation - Customers Needs for a Product

The readiness with which the operations system can generate new products and services, and get them to market quickly. A study conducted by McKinsey & Co found that, typically, if a new product reaches the market six months behind schedule it will have lost 36 per cent of its life cycle profit potential, whereas if its development costs overrun by 50 per cent but reaches the market on time the total profits are only reduced by 3.5 per cent. Personal computers and their components, such as hard disk drives, are particularly demanding in this regard because the rate of change of the technologies is so great.