New Product Announcement Signals and Incumbent Reactions

The authors focus on NPA signals, which they define as new product announcements in advance of market introduction. They develop a set of hypotheses regarding incumbent reactions to NPA signals and test them in a field study among managers in the United States and the United Kingdom. The authors...

Full description

Saved in:
Bibliographic Details
Published in:Journal of marketing 1995-07, Vol.59 (3), p.1-15
Main Authors: Robertson, Thomas S., Eliashberg, Jehoshua, Rymon, Talia
Format: Article
Language:English
Subjects:
Business structures
Competition
Externality
Hostility
Incumbency
Incumbents
Industrial products
Management science
Market entry
Market positioning
Market strategy
Marketing
Marketing mix
Predatory pricing
Preemption
Product development
Product innovation
Product introduction
Product management
Profits
Software
Statistical analysis
Strategic planning
Studies
Variables
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:The authors focus on NPA signals, which they define as new product announcements in advance of market introduction. They develop a set of hypotheses regarding incumbent reactions to NPA signals and test them in a field study among managers in the United States and the United Kingdom. The authors' findings provide a characterization of the factors affecting the likelihood of competitive response to NPA signals and suggest a set of managerial implications.
ISSN:0022-2429
1547-7185
DOI:10.1177/002224299505900301