Time-Pacing strategy refers to creating/developing new products/services, entering new markets etc according to the calendar (at set times). This is more regular, rhythmic and proactive than an event-based approach – it may induce a sense of urgency and make risk-taking more acceptable.
Example: Sales targets for NTT’s Multimedia Business Department were set each month. Marketing activities were set to a regular schedule. Each project used these targets and marketing activities as guides to promote individual target businesses.
Source: Eisenhardt, K.M. and Brown, S.L. (1998). Time-pacing: competing in markets that won’t stand still. Harvard Business Review, March-April 1998, pp-59-69. ; Kodama, M. (2003). Strategic innovation in traditional big business: case studies of two Japanese companies. Organization Studies., 24(2), pp-235-268.