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One Year Ahead! Investigating the Time Lag between Patent Publication and Market Launch: Insights from a Longitudinal Study in the Automotive Industry

Technology‐oriented companies find themselves confronted with the challenge of having to react quickly to technology‐based innovations by competitors. Especially the market launches of innovative products have the ability to change the competitive environment dramatically. This calls for the ability to discern product technologies in due time. Even though several methods of technology monitoring are based on patent information, the important time lag between patent disclosure and market launch is still unclear and volatile for reasons unknown. Therefore, we have analyzed this time lag of a respective product by way of a longitudinal case study in the field of automotive engineering. The results show that in our case, patents form a valuable information source in short‐term product technology monitoring. Hence, analyzing patents in the context of product technologies and reacting to emerging products is a race against time.