Launch Strategy for Green Innovative Products Considering Recall Risk: Timing and Product Portfolio Decisions
研究绿色创新产品上市时机与产品组合决策，发现早期上市需确保可靠性，保留成熟产品可通过风险分担效应减少召回损失，政府监管的可靠性保障反而激励企业更早推出绿色产品。
For firms committed to environmentally friendly (green) innovation, the launch strategy—particularly the choice of timing and product portfolio—critically affects both market opportunities and reliability risks. We develop a two-period model to examine how early launch decisions, mixed-product strategies, and proactive regulatory compliance interact under potential recalls. Our findings indicate that early launch is viable only when sufficient reliability is ensured, and that retaining mature products mitigates recall-related losses through a “risk-sharing effect”. Additionally, contrary to the traditional view that government regulation acts as a constraint, our study reveals that the “reliability assurance” aspect of government regulation can actually incentivise the firm to launch green innovative products earlier. Furthermore, the extension not only confirms the robustness of our model but also constructively suggests that strategic partial market withdrawal can internally motivate a firm's green innovation. These insights provide both theoretical and practical guidance for designing green product launch strategies that balance speed, performance, and risk.