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Wann neue Produkte vorankündigen?

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  • Joachim Büschken

    (Katholische Universität Eichstätt)

Abstract

Summary This paper is concerned with the question when to preannounce the introduction of a future product when a company whishes to maximize profits across product life cycles. A conceptual framework is developed to identify determinants of optimal new product preannouncement timing. Attention is focused on individual buyer’s technological leapfrogging and resulting postponed purchases. For that purpose a normative model is developed to analyze preannouncement timing decisions. It is shown that optimal preannouncement policy depends on the specific situation of the company and the market it is operating in. Generally, to maximize profits across product life cycles competitors with sustainable technological performance advantages should preannounce late whereas smaller suppliers should preannounce early to take advantage of a possible change of market positions.

Suggested Citation

  • Joachim Büschken, 2003. "Wann neue Produkte vorankündigen?," Schmalenbach Journal of Business Research, Springer, vol. 55(1), pages 3-22, February.
    • Handle: RePEc:spr:sjobre:v:55:y:2003:i:1:d:10.1007_bf03372696
    DOI: 10.1007/BF03372696
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    References listed on IDEAS

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    1. Hwang, Kee Hyung & Tilton, John E., 1990. "Leapfrogging, consumer preferences, international trade and the intensity of metal use in less developed countries : The case of steel in Korea," Resources Policy, Elsevier, vol. 16(3), pages 210-224, September.
    2. Brockhoff, Klaus K. & Rao, Vithala R., 1991. "Issues in predicting the demand for a new technological product," Manuskripte aus den Instituten für Betriebswirtschaftslehre der Universität Kiel 270, Christian-Albrechts-Universität zu Kiel, Institut für Betriebswirtschaftslehre.
    3. Soete, Luc, 1985. "International diffusion of technology, industrial development and technological leapfrogging," World Development, Elsevier, vol. 13(3), pages 409-422, March.
    4. Brezis, Elise S & Krugman, Paul R & Tsiddon, Daniel, 1993. "Leapfrogging in International Competition: A Theory of Cycles in National Technological Leadership," American Economic Review, American Economic Association, vol. 83(5), pages 1211-1219, December.
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    More about this item

    Keywords

    C15; M31;

    JEL classification:

    • C15 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Statistical Simulation Methods: General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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