New version of established products . In situations of low development risk and high opportunity cost, getting to market is everything, and a crash program is required. Low opportunity cost coupled with high development risk makes time to market less important, and places the emphasis on making sure the product is right. Products in the lower left corner typically are new markets where customer expectations are low. Although this study is dated, I have seen no reason to doubt its continued validity.
Many smaller studies find the same results.
Products on the far right are problematic. The worst case is the upper right quadrant. The product must be perfect the first time, e.g., start-ups going against existing competitors. Used in conjunction with each other, a product's position on the newness map identifies key marketing issues. Then the opportunity risk map helps determine the required trade-off between speed and accuracy.