The titling-effect happens when companies under‐allocate resources to the early phases of product development. This creates a vicious cycle of project problems, overworked development resources, and a decline in the performance of future projects. In response, management shifts more resources to back-end firefighting and project correction.  The shift further under-allocates resources for early work phases, causing more challenges. For more see:  “Understanding Firefighting in New Product Development.” Repenning, Nelson P. Journal of Product Innovation Management Vol. 18, No. 5 (2001): 285-300.


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