Waterfall and sprinkler new-product strategies in competitive global markets

Article Abstract:

The waterfall and sprinkler approaches for the introduction of new products into the global marketplace are analyzed using innovation diffusion models. In the waterfall strategy, markets are approached sequentially. On the other hand, markets are approached simultaneously in the sprinkler strategy. The results indicate that the sprinkler strategy is better suited for product introductions in today's highly-competitive global market.

Marketing, International aspects

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Analyzing the effects of brand introduction on competitive structure using a market share attraction model

Article Abstract:

The methods to analyze the effects of brand introduction on the competitive structure are proposed, where the focus is on weekly-observed market shares and marketing instruments. A number of statistical tests that can be used to judge whether or not the brand introduction affects the competitive structure among incumbent brands are proposed.

United States, Management dynamics, Analysis, Management, Company business management, Market domination, Market share, New technique

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The effect of individual learning on competitive decision-making and firm performance

Article Abstract:

An investigation is conducted into differences between individuals and other personal characteristics and their effect on the ability to learn, on group competitive thinking and on dynamic decision-making in marketing. Firm performance is seen to be the best indicator of learning ability.

Group Dynamics, Research, Profit, Profits, Human resource management, Interpersonal relations, Decision-making, Group, Group decision making, Learning ability, Group problem solving

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