NEW PRODUCT ANNOUNCEMENT SIGNALS AND INCUMBENT REACTIONS

被引：124

作者：

ROBERTSON, TS

ELIASHBERG, J

RYMON, T

机构：

[1] UNIV PENN, WHARTON SCH, PHILADELPHIA, PA 19104 USA

[2] CARNEGIE MELLON UNIV, PITTSBURGH, PA 15213 USA

来源：

JOURNAL OF MARKETING | 1995年 / 59卷 / 03期

关键词：

D O I：

10.2307/1252115

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：1 / 15

页数：15

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