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The Financial Rewards of New Product Introductions in the Personal Computer Industry

Author

Listed:
  • Barry L. Bayus

    () (Kenan-Flagler Business School, University of North Carolina, Chapel Hill, North Carolina 27599)

  • Gary Erickson

    () (School of Business, Box 353200, University of Washington, Seattle, Washington 98195)

  • Robert Jacobson

    () (School of Business, Box 353200, University of Washington, Seattle, Washington 98195)

Abstract

Based on data from firms in the personal computer industry, we study the effect of new product introductions on three key drivers of firm value: profit rate, profit-rate persistence, and firm size as reflected in asset growth. Consistent with our theoretical development, we find that new product introductions influence profit rate and size; however, we find no effect on profit-rate persistence. Interestingly, we also find that the effect of new product introductions on profit rate stems from a reduction in selling and general administrative expenditure intensity rather than through an increase in gross operating return. Notably, firms decrease their advertising intensity in the wake of a new product introduction. Firm profitability in this industry apparently benefits from new product introductions because new products need less marketing support than older products.

Suggested Citation

  • Barry L. Bayus & Gary Erickson & Robert Jacobson, 2003. "The Financial Rewards of New Product Introductions in the Personal Computer Industry," Management Science, INFORMS, vol. 49(2), pages 197-210, February.
  • Handle: RePEc:inm:ormnsc:v:49:y:2003:i:2:p:197-210
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    File URL: http://dx.doi.org/10.1287/mnsc.49.2.197.12741
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    References listed on IDEAS

    as
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    Cited by:

    1. Lee, Ruby P. & Naylor, Gillian & Chen, Qimei, 2011. "Linking customer resources to firm success: The role of marketing program implementation," Journal of Business Research, Elsevier, vol. 64(4), pages 394-400, April.
    2. Suk Choi & Christopher Williams, 2014. "The impact of innovation intensity, scope, and spillovers on sales growth in Chinese firms," Asia Pacific Journal of Management, Springer, vol. 31(1), pages 25-46, March.
    3. Karan Girotra & Christian Terwiesch & Karl T. Ulrich, 2007. "Valuing R& D Projects in a Portfolio: Evidence from the Pharmaceutical Industry," Management Science, INFORMS, vol. 53(9), pages 1452-1466, September.
    4. Ashish Sood & Gerard J. Tellis, 2009. "Do Innovations Really Pay Off? Total Stock Market Returns to Innovation," Marketing Science, INFORMS, vol. 28(3), pages 442-456, 05-06.
    5. Kai-Lung Hui, 2004. "Product Variety Under Brand Influence: An Empirical Investigation of Personal Computer Demand," Management Science, INFORMS, vol. 50(5), pages 686-700, May.
    6. Erica Plambeck & Qiong Wang, 2009. "Effects of E-Waste Regulation on New Product Introduction," Management Science, INFORMS, vol. 55(3), pages 333-347, March.
    7. Usero Sánchez, María Belén & Fernández, Zulima, 2005. "First come, first served: an analysis of pioneer and follower firms' market and nonmarket actions in the European mobile telephone industry," DEE - Working Papers. Business Economics. WB wb054812, Universidad Carlos III de Madrid. Departamento de Economía de la Empresa.
    8. Heidenreich, Sven & Kraemer, Tobias, 2015. "Passive innovation resistance: The curse of innovation? Investigating consequences for innovative consumer behavior," Journal of Economic Psychology, Elsevier, vol. 51(C), pages 134-151.
    9. Mc Namara, Peter & Baden-Fuller, Charles, 2007. "Shareholder returns and the exploration-exploitation dilemma: R&D announcements by biotechnology firms," Research Policy, Elsevier, vol. 36(4), pages 548-565, May.
    10. Diaz-Di­az, Nieves Lidia & Aguiar-Di­az, Inmaculada & De Saá-Pérez, Petra, 2008. "The effect of technological knowledge assets on performance: The innovative choice in Spanish firms," Research Policy, Elsevier, vol. 37(9), pages 1515-1529, October.
    11. Mesak, Hani Ibrahim & Bari, Abdullahel & Lian, Qin, 2015. "Pulsation in a competitive model of advertising-firm's cost interaction," European Journal of Operational Research, Elsevier, vol. 246(3), pages 916-926.
    12. repec:spr:rvmgts:v:11:y:2017:i:3:d:10.1007_s11846-016-0198-8 is not listed on IDEAS
    13. Andrea Fosfuri & Marco S. Giarratana, 2009. "Masters of War: Rivals' Product Innovation and New Advertising in Mature Product Markets," Management Science, INFORMS, vol. 55(2), pages 181-191, February.
    14. Kostopoulos, Konstantinos & Papalexandris, Alexandros & Papachroni, Margarita & Ioannou, George, 2011. "Absorptive capacity, innovation, and financial performance," Journal of Business Research, Elsevier, vol. 64(12), pages 1335-1343.
    15. Natalie Mizik & Robert Jacobson, 2007. "Myopic Marketing Management: Evidence of the Phenomenon and Its Long-Term Performance Consequences in the SEO Context," Marketing Science, INFORMS, vol. 26(3), pages 361-379, 05-06.
    16. Teirlinck, Peter, 2017. "Configurations of strategic R&D decisions and financial performance in small-sized and medium-sized firms," Journal of Business Research, Elsevier, vol. 74(C), pages 55-65.
    17. Usero, Belén & Fernández, Zulima, 2009. "First come, first served: How market and non-market actions influence pioneer market share," Journal of Business Research, Elsevier, vol. 62(11), pages 1139-1145, November.
    18. Guodong (Gordon) Gao & Lorin M. Hitt, 2012. "Information Technology and Trademarks: Implications for Product Variety," Management Science, INFORMS, vol. 58(6), pages 1211-1226, June.
    19. Talke, Katrin & Salomo, Sören & Rost, Katja, 2010. "How top management team diversity affects innovativeness and performance via the strategic choice to focus on innovation fields," Research Policy, Elsevier, vol. 39(7), pages 907-918, September.
    20. Frankort, Hans T.W., 2016. "When does knowledge acquisition in R&D alliances increase new product development? The moderating roles of technological relatedness and product-market competition," Research Policy, Elsevier, vol. 45(1), pages 291-302.
    21. Heidenreich, Sven & Kraemer, Tobias & Handrich, Matthias, 2016. "Satisfied and unwilling: Exploring cognitive and situational resistance to innovations," Journal of Business Research, Elsevier, vol. 69(7), pages 2440-2447.
    22. Larry J. Menor & M. Murat Kristal & Eve D. Rosenzweig, 2007. "Examining the Influence of Operational Intellectual Capital on Capabilities and Performance," Manufacturing & Service Operations Management, INFORMS, vol. 9(4), pages 559-578, May.
    23. Nazzal, Dima & Batarseh, Ola & Patzner, Joshua & Martin, Darren R., 2013. "Product servicing for lifespan extension and sustainable consumption: An optimization approach," International Journal of Production Economics, Elsevier, vol. 142(1), pages 105-114.

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