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
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
收藏
页码:1 / 15
页数:15
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