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The technology of the product evolves as a stochastic process that depends on the firm\u2019s dynamic efforts over time. In addition to dynamically choosing its development effort, the firm chooses when to launch or abandon the product. If the firm launches the product, the firm also chooses a selling price, a promotional price, and a target customer to offer the promotion to. Once the target customer adopts the product, the product diffuses over the customer network based on the topology of the graph and the selling price. The paper provides the explicit solution of the firm\u2019s jointly optimal development, launch, and post-launch strategies for any connected network, and introduces metrics that allow ordering customer networks with respect to the firm\u2019s optimal expected discounted profit, launch technology, and consumer surplus. <\/jats:p>","DOI":"10.1287\/opre.2018.1802","type":"journal-article","created":{"date-parts":[[2019,4,29]],"date-time":"2019-04-29T18:50:34Z","timestamp":1556563834000},"page":"770-790","source":"Crossref","is-referenced-by-count":36,"title":["Optimal Dynamic Product Development and Launch for a Network of Customers"],"prefix":"10.1287","volume":"67","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-9306-1050","authenticated-orcid":false,"given":"Nur","family":"Sunar","sequence":"first","affiliation":[{"name":"Kenan\u2013Flagler Business School, University of North Carolina at Chapel Hill, Chapel Hill, North Carolina 27599;"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-7446-0953","authenticated-orcid":false,"given":"John R.","family":"Birge","sequence":"additional","affiliation":[{"name":"Booth School of Business, University of Chicago, Chicago, Illinois 60637;"}]},{"given":"Sinit","family":"Vitavasiri","sequence":"additional","affiliation":[{"name":"Ericsson, Inc., San Jose, California 95134"}]}],"member":"109","reference":[{"key":"B1","doi-asserted-by":"publisher","DOI":"10.2307\/1935950"},{"issue":"4","key":"B2","first-page":"678","volume":"78","author":"Acs ZJ","year":"1988","journal-title":"Amer. 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