Girotra, Karan; Terwiesch, Christian; Ulrich, Karl T. - In: Management Science 53 (2007) 9, pp. 1452-1466
Understanding the value of a product development project is central to a firm's choice of project portfolio. The value … clinical trials and their effect on the market valuation of the firm. The study exploits the natural experiment of a product … development failure to give us a measure of the value of a drug development project to a firm. We then explain the variance in the …