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Introduction Strategy for New Products with Positive and Negative Word-of-Mouth

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Author Info

  • Vijay Mahajan

    (Edwin L. Cox School of Business, Southern Methodist University, Dallas, Texas 75275)

  • Eitan Muller

    (Business School, Hebrew University of Jerusalem, Jerusalem 91905, Israel)

  • Roger A. Kerin

    (Edwin L. Cox School of Business, Southern Methodist University, Dallas, Texas 75275)

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    Abstract

    Existing innovation diffusion models assume that individual experience with the product is always communicated positively through word-of-mouth. For certain innovations, however, this assumption is tenuous since communicators of the product experience may transfer favorable, unfavorable, or indifferent messages through word-of-mouth. This paper examines a diffusion model for products in which negative information plays a dominant role, discusses its implications for optimal advertising timing policy and presents an application to forecast attendance for the movie Gandhi in the Dallas area.

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    File URL: http://dx.doi.org/10.1287/mnsc.30.12.1389
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    Bibliographic Info

    Article provided by INFORMS in its journal Management Science.

    Volume (Year): 30 (1984)
    Issue (Month): 12 (December)
    Pages: 1389-1404

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    Handle: RePEc:inm:ormnsc:v:30:y:1984:i:12:p:1389-1404

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    Related research

    Keywords: marketing; new products; diffusion models;

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    Cited by:
    1. Yang, Jun & Mai, Enping (Shirley), 2010. "Experiential goods with network externalities effects: An empirical study of online rating system," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1050-1057, September.
    2. Zakaria Babutsidze, 2012. "If you love it I'll probably hate it : local interaction among consumers of information goods," Documents de Travail de l'OFCE 2012-24, Observatoire Francais des Conjonctures Economiques (OFCE).
    3. Palsule-Desai, Omkar D., 2013. "Supply chain coordination using revenue-dependent revenue sharing contracts," Omega, Elsevier, vol. 41(4), pages 780-796.
    4. Harikesh Nair, 2007. "Intertemporal price discrimination with forward-looking consumers: Application to the US market for console video-games," Quantitative Marketing and Economics, Springer, vol. 5(3), pages 239-292, September.
    5. Amit Mehra & Gireesh Shrimali, 2008. "Introduction of Software Products and Services Through "Public" Beta Launches," Working Papers 08-11, NET Institute.
    6. Gazley, Aaron & Clark, Gemma & Sinha, Ashish, 2011. "Understanding preferences for motion pictures," Journal of Business Research, Elsevier, vol. 64(8), pages 854-861, August.
    7. W. Walls, 2010. "Superstars and heavy tails in recorded entertainment: empirical analysis of the market for DVDs," Journal of Cultural Economics, Springer, vol. 34(4), pages 261-279, November.
    8. Rohit Aggarwal & Ram Gopal & Ramesh Sankaranarayanan, 2007. "Negative Blogs, Positive Outcomes: When should Firms Permit Employees to Blog Honestly?," Working Papers 07-32, NET Institute, revised Sep 2007.
    9. Kim, Namwoon & Srivastava, Rajendra K. & Han, Jin K., 2001. "Consumer decision-making in a multi-generational choice set context," Journal of Business Research, Elsevier, vol. 53(3), pages 123-136, September.
    10. Urban, Glen L. & Roberts, John H. & Hauser, John R., 1986. "Prelaunch forecasting of new automobiles : models and implementation," Working papers 1820-86., Massachusetts Institute of Technology (MIT), Sloan School of Management.
    11. Kamrad, Bardia & Lele, Shreevardhan S. & Siddique, Akhtar & Thomas, Robert J., 2005. "Innovation diffusion uncertainty, advertising and pricing policies," European Journal of Operational Research, Elsevier, vol. 164(3), pages 829-850, August.

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