Toward a model of new product preannouncement timing

Article Abstract:

New product preannouncements (NPPA) have become common, but there has been little research into the optimal timing for such announcements. The elements of an NPPA are described, and a model that identifies factors that influence NPPA timing is presented. The model lists four groups of factors: competitors' expected reactions, product-related factors, buyer-related factors, and company-related factors. It appears that early NPPAs are advisable for highly innovative or complex products or products that have high and avoidable switching costs.

Product Development, Marketing Management NEC, Marketing communications

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New product strategies of large, dominant product manufacturing firms: an exploratory analysis

Article Abstract:

Large firms are classifiable into five archetypes depending on the strategies these adopt in introducing new products in the market. These archetypes are labelled Innovators, Investors in Technology, Searching for New Markets, Business As Usual and Middle-of-the-Road. As with small and medium firms, there is a distinct link connecting new product strategy to risk and return. Firms that introduced products with innovative strategies achieved higher returns and those that did not, faced higher risk of market failure.

Marketing, Administration of Economic Programs, Marketing & Consumer Services, Evaluation, Strategic planning (Business)

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The role of market information in new product success/failure

Article Abstract:

The study of the association between market information processing and new product success reveals that market information usage is a key element to a successful product launch. A successful gathering and sharing of information is dependent on the effective use of information. In 80% of the successful product launches, respondents had and utilized more than the average amount of market information, while in 75% of the product failures, use of market information was less than average.

Market Research & Product Development, Planning, Marketing research, Market research, New product failure

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