Persistent Link:
http://hdl.handle.net/10150/294021
Title:
Strategic Firm Behavior in New Product Preannouncement
Author:
Zhao, Liang
Issue Date:
2013
Publisher:
The University of Arizona.
Rights:
Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
Embargo:
Dissertation not available
Abstract:
Prior to new product launch, firms often engage in marketing activities to maximize the chance of new product success. New product preannouncement is a specific premarket behavior that this dissertation focuses on. While serving a common purpose of providing information about the new product, firms make preannouncements in different ways. For example, the timing of preannouncement and the specific information provided can vary significantly across firms and products. This dissertation examines how different preannouncement strategies influence sales of the new product when it is eventually introduced. I focus on the digital camera market from January 2004 to May 2007. The analysis of preannouncement strategies is made possible by employing a dataset that includes the specific details of the preannouncements made by digital camera producers. Using the control function approach, I find that different preannouncement strategies do matter for new product sales. However, their effects depend on targeted market segments. Specifically, making early new product preannouncements increases sales of premium market products, but making late preannouncements helps mass market products. Furthermore, providing pricing information in preannouncements enhances the sales of premium market products. However, providing specific new product release date has a negative impact on the sales of premium market products. Furthermore, these results contribute to research on new product strategies and provide useful managerial implications.
Type:
text; Electronic Dissertation
Keywords:
Management
Degree Name:
Ph.D.
Degree Level:
doctoral
Degree Program:
Graduate College; Management
Degree Grantor:
University of Arizona
Advisor:
Liu, Yong

Full metadata record

DC FieldValue Language
dc.language.isoenen_US
dc.titleStrategic Firm Behavior in New Product Preannouncementen_US
dc.creatorZhao, Liangen_US
dc.contributor.authorZhao, Liangen_US
dc.date.issued2013-
dc.publisherThe University of Arizona.en_US
dc.rightsCopyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.en_US
dc.description.releaseDissertation not availableen_US
dc.description.abstractPrior to new product launch, firms often engage in marketing activities to maximize the chance of new product success. New product preannouncement is a specific premarket behavior that this dissertation focuses on. While serving a common purpose of providing information about the new product, firms make preannouncements in different ways. For example, the timing of preannouncement and the specific information provided can vary significantly across firms and products. This dissertation examines how different preannouncement strategies influence sales of the new product when it is eventually introduced. I focus on the digital camera market from January 2004 to May 2007. The analysis of preannouncement strategies is made possible by employing a dataset that includes the specific details of the preannouncements made by digital camera producers. Using the control function approach, I find that different preannouncement strategies do matter for new product sales. However, their effects depend on targeted market segments. Specifically, making early new product preannouncements increases sales of premium market products, but making late preannouncements helps mass market products. Furthermore, providing pricing information in preannouncements enhances the sales of premium market products. However, providing specific new product release date has a negative impact on the sales of premium market products. Furthermore, these results contribute to research on new product strategies and provide useful managerial implications.en_US
dc.typetexten_US
dc.typeElectronic Dissertationen_US
dc.subjectManagementen_US
thesis.degree.namePh.D.en_US
thesis.degree.leveldoctoralen_US
thesis.degree.disciplineGraduate Collegeen_US
thesis.degree.disciplineManagementen_US
thesis.degree.grantorUniversity of Arizonaen_US
dc.contributor.advisorLiu, Yongen_US
dc.contributor.committeememberChen, Yuboen_US
dc.contributor.committeememberGhosh, Mrinalen_US
dc.contributor.committeememberLusch, Roberten_US
dc.contributor.committeememberXiao, Moen_US
dc.contributor.committeememberLiu, Yongen_US
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