The term time-to-market, which is also abbreviated as TTM, describes the period between the conception of a product and its market launch. The time-to-market is also referred to as the lead time of a product and is characterized by the fact that it can not yet generate revenue with a product, but costs incurred for design and production.
Time-to-market also plays a decisive role in competition.
The first company to launch a product does not yet have to compete with comparable suppliers and enjoys a competitive advantage.

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