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Diffusion and Pricing Over the Product Life Cycle

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  • Nair, Harikesh S.

    (Stanford Graduate School of Business)

Abstract

This chapter presents a selective review of a literature in marketing that analyzes diffusion and pricing over the product life-cycle. I primarily focus on empirical work, and on papers that deal with the dynamics of pricing over time. I discuss how recent empirical work has linked outcomes to microfoundations and accommodated a role for forward-looking consumers and firms. I emphasize a more nuanced perspective of the product life-cycle that has emerged in the literature, as an endogenous outcome arising from the interaction of preferences, expectations, costs and competition in the market, rather than as an exogenously specified process against which marketing strategies should be optimized.

Suggested Citation

  • Nair, Harikesh S., 2019. "Diffusion and Pricing Over the Product Life Cycle," Research Papers 3780, Stanford University, Graduate School of Business.
  • Handle: RePEc:ecl:stabus:3780
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    File URL: https://www.gsb.stanford.edu/gsb-cmis/gsb-cmis-download-auth/477351
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    Cited by:

    1. Chaab, Jafar & Salhab, Rabih & Zaccour, Georges, 2022. "Dynamic pricing and advertising in the presence of strategic consumers and social contagion: A mean-field game approach," Omega, Elsevier, vol. 109(C).
    2. Itay P. Fainmesser & Dominique OliƩ Lauga & Elie Ofek, 2021. "Ratings, Reviews, and the Marketing of New Products," Management Science, INFORMS, vol. 67(11), pages 7023-7045, November.

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