60 Int. J. Innovation and Learning, Vol. 10, No. 1, 2011 Copyright © 2011 Inderscience Enterprises Ltd. Time-to-market and concurrent engineering in product development processes Alemu Moges Belay*, Tauno Kekäle and Petri Helo Department of Production, University of Vaasa, PO Box 700, FI-65101,Vaasa, Finland E-mail: albel@uwasa.fi E-mail: alemu2016@yahoo.com E-mail: tke@uwasa.fi E-mail: phelo@uwasa.fi *Corresponding author Abstract: Nowadays time based strategy has become a competitive weapon for many industries. This article investigates whether companies should always follow learning curve for all types of innovation and products or not. New time to market model is proposed and compared with previous model by Prasad (1997). Products of 6 to 36 months market window time are considered and the results of revenue loss from these two models are different. This gives an insight for managers to take appropriate decision on which for what. From the result, Model I would be appropriate for continuous innovation and modified or extended products whereas Model II for discontinuous innovation and breakthrough products. Keywords: time to market; concurrent engineering; CE; product development; discontinuous innovation; continuous innovation. Reference to this paper should be made as follows: Belay, A.M., Kekale, T. and Helo, P. (2011) ‘Time-to-market and concurrent engineering in product development processes’, Int. J. Innovation and Learning, Vol. 10, No. 1, pp.60–84. Biographical notes: Alemu Moges Belay is a PhD student at University of Vaasa, Finland and has few years experience in companies. His research interest is concurrent engineering, collaborative product development, sustainable product development innovation and statistical quality control. Tauno Kekäle is a Research Professor in Department of Production, University of Vaasa. His research interest is product development, TQM, innovation and knowledge management. His papers have been published in several international journals. Petri Helo is a Research Professor in Department of Production, University of Vaasa. His research interests are in the area of technology management and production/operations management. His papers have been published in several international journals.