Signaling new product introductions: a framework explaining the timing of preannouncements

被引:38
作者
Kohli, C [1 ]
机构
[1] Calif State Univ Fullerton, Sch Business, Dept Mkt, Fullerton, CA 92834 USA
关键词
D O I
10.1016/S0148-2963(98)00041-1
中图分类号
F [经济];
学科分类号
02 ;
摘要
Preannouncements of new product introductions is a prevalent practice in high-technology industries. The timing of preannouncements is a central construct and may vary from a few days to 2 years. An empirical analysis based on a telephone survey of 217 senior marketing managers in computer hardware and software manufacturing firms showed that the timing of preannouncements is contingent on factors that are product related (purchase cycle length, learning requirements, and switching costs), design related (forecast horizon), and industry related (perceived competitive elasticity). The length of preannouncement is important and can significantly influence the chances of a successful product launch. (C) 1999 Elsevier Science Inc. All rights reserved.
引用
收藏
页码:45 / 56
页数:12
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