New Product Preannouncing Behavior: A Market Signaling Study

The authors describe an exploratory study of the preannouncement of new products in advance of market introduction. The basic premise taken is that preannouncement is a marketing manifestation of signaling. The focus is on identifying conditions that are likely to induce firms to preannounce new pro...

Full description

Saved in:
Bibliographic Details
Published in:Journal of marketing research 1988-08, Vol.25 (3), p.282-292
Main Authors: Eliashberg, Jehoshua, Robertson, Thomas S.
Format: Article
Language:English
Subjects:
Advertising
Antitrust
Capital costs
Competition
Computer based modeling
Consumer behavior
Consumer goods industries
Consumer research
Hypotheses
Learning
Market strategy
Marketing
Marketing strategies
Organizational behavior
Pricing
Product introduction
Product lines
Product management
Public relations
Questionnaires
Regression analysis
Risk
Statistical analysis
Studies
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 describe an exploratory study of the preannouncement of new products in advance of market introduction. The basic premise taken is that preannouncement is a marketing manifestation of signaling. The focus is on identifying conditions that are likely to induce firms to preannounce new product introductions. A survey of managers explores the incidence and rationale for preannouncement. Results suggest that constructs such as market dominance, company size, attractiveness of the competitive environment, and customer switching costs can provide good explanations for preannouncing behavior.
ISSN:0022-2437
1547-7193
DOI:10.1177/002224378802500305