When Is a Preannounced New Product Likely to Be Delayed?

Wu, Y and Balasubramanian, S and Mahajan, V (2004) When Is a Preannounced New Product Likely to Be Delayed? Journal of Marketing, 68 (2). pp. 101-113.

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Consider that a firm announces a deadline for a new product introduction. Conditional on such a preannouncement, how must an external observer evaluate whether the product will be delayed beyond that deadline? Using data collected from managers in the computer hardware, software, and telecommunications industries, the authors present an analysis that demonstrates that delays in new product introductions beyond preannounced deadlines can be jointly explained by factors related to (1) the firm's motivations to delay the product, (2) the presence of constraints that prevent delay (or the availability of opportunities to delay the product), and (3) the firm's abilities pertaining to product development.

ISB Creiators:
ISB Creators
Mahajan, V
Item Type: Article
Subjects: Marketing
Operations Management > Product Development
Depositing User: LRC ISB
Date Deposited: 24 Oct 2014 05:21
Last Modified: 20 Nov 2014 12:28
URI: http://eprints.exchange.isb.edu/id/eprint/18
Publisher URL: http://dx.doi.org/10.1509/jmkg.
Publisher OA policy: http://www.sherpa.ac.uk/romeo/issn/0022-2429/
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