New Product Announcements as Market Signals. A content analysis in the DRAM chip industry
AbstractNew-product announcements (NPAs) have considerable effects on competitors in industrial markets. Several studies have shown that the perceived threat caused by an NPA may trigger severe competitive reactions. Yet it is still unclear how the perception of threat by competitors is related to the specific content of the announcement. In this study we explore the actual content of NPAs observed in a particular market. We do this through a multi-year content analysis of new-product announcements in the DRAM memory chip industry. We analyze patterns in the occurrence of attributes and demonstrate how firm strategy affects NPA content. Findings from this study provide important insights for managers about the design of NPAs. It also triggers further research on the use of NPAs in competitive industrial markets.
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 InfoPaper provided by 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 University Rotterdam. in its series Research Paper with number ERS-2003-025-MKT.
Date of creation: 07 May 2003
Date of revision:
Contact details of provider:
Web page: http://www.erim.eur.nl/
competition; innovation; market signals; new product announcement; semiconductors;
This paper has been announced in the following NEP Reports:
- NEP-ALL-2003-12-07 (All new papers)
- NEP-ENT-2003-12-07 (Entrepreneurship)
- NEP-INO-2003-12-07 (Innovation)
- NEP-TID-2003-12-07 (Technology & Industrial Dynamics)
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Marian Chapman Moore, 1992. "Signals and Choices in a Competitive Interaction: The Role of Moves and Messages," Management Science, INFORMS, vol. 38(4), pages 483-500, April.
- Greenleaf, Eric A & Lehmann, Donald R, 1995. " Reasons for Substantial Delay in Consumer Decision Making," Journal of Consumer Research, University of Chicago Press, vol. 22(2), pages 186-99, September.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (ERIM Series Handler at the ERIM Office).
If references are entirely missing, you can add them using this form.