I Don’t “Recall”: The Decision to Delay Innovation Launch to Avoid Costly Product Failure

The authors are grateful to participants at the 2019 Marketing Science Conference, the 2021 Summer Institute in Competitive Strategy Conference, as well as seminar participants at the Wharton School Paul E. Green Marketing Camp, University of Illinois Urbana-Champaign, and the University of Science and Technology of China for valuable comments. The suggestions of the department editor, associate editor, and three anonymous reviewers have greatly improved the paper.