Time competition. The new strategic frontier

Purpose The acceleration of change necessitates strategies to control time, considered not only as a variable to influence the temporal evolution of phenomena but as one that directly influences phenomena itself. This study tries to present the logic of time compression and time to market, as well as the main instruments for the formulation of time-based strategies, not only by observing how the value of time is perceived as a contraction of production and distribution lead times but also by considering the choice of the most opportune moment to start a business and introduce (or withdraw) a new product. Design/methodology/approach Starting from an in-depth analysis of the literature about time-based competition and adopting a time value perspective, this conceptual study develops a theoretical framework that shows how a number of time-based methodologies (JIT, MRP, OPT, FMS, PERT, HSM) may drive the time-based strategic approach. Findings Time compression, by reducing the duration of businesses, production, logistical and marketing processes, allows for economic advantages regarding costs, prices, outcomes, the amount of capital, and, in the final analysis, the profitability of the firm. Originality/value The paper introduces a taxonomy of time-based strategies as well as a logical strategic path to time value.