The Market Evolution and Sales Takeoff of Product Innovations
AbstractIn contrast to the prevailing supply-side explanation that price decreases are the key driver of a sales takeoff, we argue that outward shifting supply and demand curves lead to market takeoff. Our fundamental idea is that sales in new markets are initially low because the first commercialized forms of new innovations are primitive. Then, as new firms enter, actual and perceived product quality improves (and prices possibly drop), which leads to a takeoff in sales. To provide empirical evidence for this explanation, we explore the relationship between takeoff times, price decreases, and firm entry for a sample of consumer and industrial product innovations commercialized in the United States over the past 150 years. Based on a proportional hazards analysis of takeoff times, we find that new firm entry dominates other factors in explaining observed sales takeoff times. We interpret these results as supporting the idea that demand shifts during the early evolution of a new market due to nonprice factors is the key driver of a sales takeoff.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by INFORMS in its journal Management Science.
Volume (Year): 48 (2002)
Issue (Month): 8 (August)
new product development; firm entry; enterpreneurship;
You can help add them by filling out this form.
CitEc Project, subscribe to its RSS feed for this item.
- Deleersnyder, B & Dekimpe, Marnik & Sarvary, M & Parker, PM, 2004. "Weathering tight economic times: the sales evolution of consumer durables over the business cycle," Open Access publications from Katholieke Universiteit Leuven urn:hdl:123456789/121459, Katholieke Universiteit Leuven.
- Mustar, Philippe & Renault, Marie & Colombo, Massimo G. & Piva, Evila & Fontes, Margarida & Lockett, Andy & Wright, Mike & Clarysse, Bart & Moray, Nathalie, 2006. "Conceptualising the heterogeneity of research-based spin-offs: A multi-dimensional taxonomy," Research Policy, Elsevier, vol. 35(2), pages 289-308, March.
- Towhidul Islam & Nigel Meade, 2011. "Detecting the impact of market factors on sales takeoff times of analog cellular telephones," Marketing Letters, Springer, vol. 22(2), pages 197-212, June.
- Marc Fischer & Peter Leeflang & Peter Verhoef, 2010. "Drivers of peak sales for pharmaceutical brands," Quantitative Marketing and Economics, Springer, vol. 8(4), pages 429-460, December.
- Theoharakis, Vasilis & Vakratsas, Demetrios & Wong, Veronica, 2007. "Market-level information and the diffusion of competing technologies: An exploratory analysis of the LAN industry," Research Policy, Elsevier, vol. 36(5), pages 742-757, June.
- Laborda, Leopoldo & Guasch, Jose Luis & Sotelsek, Daniel, 2011.
"Entrepreneurship capital and technical efficiency : the role of new business / firms as a conduit of knowledge spillovers,"
Policy Research Working Paper Series
5739, The World Bank.
- Laborda Castillo Leopoldo & Guasch Jose Luis & Sotelsek Salem Daniel, 2011. "Entrepreneurship Capital and Technical Efficiency: The Role of New Business/Firms as a Conduit of Knowledge Spillovers," Entrepreneurship Research Journal, De Gruyter, vol. 1(4), pages 1-24, October.
- Delre, S.A. & Jager, W. & Bijmolt, T.H.A. & Janssen, M.A., 2007. "Targeting and timing promotional activities: An agent-based model for the takeoff of new products," Journal of Business Research, Elsevier, vol. 60(8), pages 826-835, August.
- Alperovych, Yan & Hübner, Georges, 2011. "Explaining returns on venture capital backed companies: Evidence from Belgium," Research in International Business and Finance, Elsevier, vol. 25(3), pages 277-295, September.
- Lee, Gwendolyn K., 2009. "Understanding the timing of 'fast-second' entry and the relevance of capabilities in invention vs. commercialization," Research Policy, Elsevier, vol. 38(1), pages 86-95, February.
- Bulte, C. van den & Stremersch, S., 2003. "Contagion and heterogeneity in new product diffusion: An emperical test," Research Paper ERS-2003-077-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus Uni.
- Grajek, Michał & Kretschmer, Tobias, 2012. "Identifying critical mass in the global cellular telephony market," International Journal of Industrial Organization, Elsevier, vol. 30(6), pages 496-507.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Mirko Janc).
If references are entirely missing, you can add them using this form.