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An Empirical Comparison of Awareness Forecasting Models of New Product Introduction

Author

Listed:
  • Vijay Mahajan

    (Southern Methodist University)

  • Eitan Muller

    (The Hebrew University of Jerusalem)

  • Subhash Sharma

    (University of South Carolina)

Abstract

Five awareness forecasting models embedded in their respective new product introduction models are compared. Conditions which govern the differences in the awareness estimates provided by the various models are delineated. Managerial implications of the results are discussed.

Suggested Citation

  • Vijay Mahajan & Eitan Muller & Subhash Sharma, 1984. "An Empirical Comparison of Awareness Forecasting Models of New Product Introduction," Marketing Science, INFORMS, vol. 3(3), pages 179-197.
    • Handle: RePEc:inm:ormksc:v:3:y:1984:i:3:p:179-197
    DOI: 10.1287/mksc.3.3.179
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    Citations

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    Cited by:

    1. Samadi, Mohammadreza & Nikolaev, Alexander & Nagi, Rakesh, 2016. "A subjective evidence model for influence maximization in social networks," Omega, Elsevier, vol. 59(PB), pages 263-278.
    2. Ponnamma Divakaran, Pradeep Kumar, 2018. "Technology-enabled community data for gaining pre-release brand insights," Technological Forecasting and Social Change, Elsevier, vol. 127(C), pages 217-226.
    3. Frank M. Bass & Norris Bruce & Sumit Majumdar & B. P. S. Murthi, 2007. "Wearout Effects of Different Advertising Themes: A Dynamic Bayesian Model of the Advertising-Sales Relationship," Marketing Science, INFORMS, vol. 26(2), pages 179-195, 03-04.
    4. Prasad A. Naik & Murali K. Mantrala & Alan G. Sawyer, 1998. "Planning Media Schedules in the Presence of Dynamic Advertising Quality," Marketing Science, INFORMS, vol. 17(3), pages 214-235.
    5. Divakaran, Pradeep Kumar Ponnamma & Palmer, Adrian & Søndergaard, Helle Alsted & Matkovskyy, Roman, 2017. "Pre-launch Prediction of Market Performance for Short Lifecycle Products Using Online Community Data," Journal of Interactive Marketing, Elsevier, vol. 38(C), pages 12-28.
    6. Sangkil Moon & Barry Bayus & Youjae Yi & Junhee Kim, 2015. "Local consumers’ reception of imported and domestic movies in the Korean movie market," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 39(1), pages 99-121, February.
    7. Averbakh, Igor & Berman, Oded, 1996. "Locating flow-capturing units on a network with multi-counting and diminishing returns to scale," European Journal of Operational Research, Elsevier, vol. 91(3), pages 495-506, June.
    8. Richard C. Hanna & Scott D. Swain & Paul D. Berger, 2016. "Optimizing time-limited price promotions," Journal of Marketing Analytics, Palgrave Macmillan, vol. 4(2), pages 77-92, July.
    9. Richie Aggarwal & Ompal Singh & Adarsh Anand & P. K. Kapur, 2019. "Modeling innovation adoption incorporating time lag between awareness and adoption process," International Journal of System Assurance Engineering and Management, Springer;The Society for Reliability, Engineering Quality and Operations Management (SREQOM),India, and Division of Operation and Maintenance, Lulea University of Technology, Sweden, vol. 10(1), pages 83-90, February.
    10. Onesun Steve Yoo & Guillaume Roels & Charles J. Corbett, 2016. "The Time–Money Trade-Off for Entrepreneurs: When to Hire the First Employee?," Manufacturing & Service Operations Management, INFORMS, vol. 18(4), pages 559-569, October.
    11. Jehoshua Eliashberg & Jedid-Jah Jonker & Mohanbir S. Sawhney & Berend Wierenga, 2000. "MOVIEMOD: An Implementable Decision-Support System for Prerelease Market Evaluation of Motion Pictures," Marketing Science, INFORMS, vol. 19(3), pages 226-243, January.
    12. Kostas Bimpikis & Asuman Ozdaglar & Ercan Yildiz, 2016. "Competitive Targeted Advertising Over Networks," Operations Research, INFORMS, vol. 64(3), pages 705-720, June.
    13. Ashwin Aravindakshan & Prasad A. Naik, 2015. "Understanding the Memory Effects in Pulsing Advertising," Operations Research, INFORMS, vol. 63(1), pages 35-47, February.
    14. Samadi, Mohammadreza & Nagi, Rakesh & Semenov, Alexander & Nikolaev, Alexander, 2018. "Seed activation scheduling for influence maximization in social networks," Omega, Elsevier, vol. 77(C), pages 96-114.
    15. Prasad A. Naik & Ashutosh Prasad & Suresh P. Sethi, 2008. "Building Brand Awareness in Dynamic Oligopoly Markets," Management Science, INFORMS, vol. 54(1), pages 129-138, January.
    16. J. S. Armstrong & R. Brodie & S. McIntyre, 2005. "Forecasting Methods for Marketing:* Review of Empirical Research," General Economics and Teaching 0502023, University Library of Munich, Germany.
    17. Aparupa Das Gupta & Uday S. Karmarkar & Guillaume Roels, 2016. "The Design of Experiential Services with Acclimation and Memory Decay: Optimal Sequence and Duration," Management Science, INFORMS, vol. 62(5), pages 1278-1296, May.
    18. Ashwin Aravindakshan & Prasad Naik, 2011. "How does awareness evolve when advertising stops? The role of memory," Marketing Letters, Springer, vol. 22(3), pages 315-326, September.

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