43 research outputs found

    Effects of Pre-Announced Product Characteristics on Customer’s Purchase Intention

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    The purpose of this paper is to analyze that which attributes of NPP effect on the customer decision-making regarding the purchase intention of the customer. As in the customer decision making process, persuasion stage have most influencing effect in which the attributes of the new product seems to be have a strong impact on the purchase intention; this paper aims to empirically verify the effects of the attributes of the new product on the customer’s purchase intention for the new preannounced product. Adopted questioners were used as primary source for data collection and cross tabulation method is used to analyze the data. The finding of this paper shows the positive impact of relative advantage, compatibility, obserbility and triablity on the customer’s purchase intention while the complexity has the negative relation to the purchase intention. By having these aspects in view it will be helpful to get succeed the new product. This paper provide a framework that how new products can be more successful and more quickly diffused in the market and let consumers to post pond their needs until the arrival of the product. This can also be helpful to increase the percentage of the innovators in the diffusion cycle of the innovation. Keywords: – Diffusion of Innovation, Consumer Behavior, Preannouncement, Advertisement, and compatibilit

    Factors Contributing to the Information Technology Vendor–Client Relationship

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    This paper examines the relationship between IT vendors and the clients who use their products and services. The last fifteen years have seen a large increase in the amount of spending on purchased software as opposed to internally developed software. The dynamic of these relationships has not been a focus of current IS research and, as such, remains largely unexplored. The paper identifies the factors that influence the success of information tech-nology vendor–client relationships. Qualitative interview data is analyzed using grounded theory to create a list of factors that describe both good and bad relationships as perceived by experienced IT professionals. Using these factors, a model of information technology vendor–client relationships is presented. Future research directions are suggested as well as implications for research and practice

    New Product Announcements as Market Signals. A content analysis in the DRAM chip industry

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    New-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.competition;innovation;market signals;new product announcement;semiconductors

    New Product Announcements as Market Signals. A content analysis in the DRAM chip industry

    Get PDF
    New-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

    Manufacturer Product Line Decisions In Growing Consumer Technology Markets: A Case of Digital Cameras

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    The objective of this dissertation is to deepen our understanding of competitive and demand drivers of manufacturer new product introductions in consumer technology markets. Researchers in economics and marketing commonly view differentiated products as combinations of attributes that are located in multi-attribute space. In first study presented in Chapter 2 of this dissertation, I conform to this common view of products as multi-attribute bundles and, therefore, carefully construct both a multi-attribute product space, as well as, and even more importantly, product clusters within this multi-attribute product space. I focus on the early stages of US Digital Cameras category: 1998-2000). Operationalizing and classifying all existing products in the category, as well as each new product introduction: when it occurs), on a common space of objective product attributes allows us to: 1) explicitly understand whether a given introduction is an incremental innovation or a radical innovation, and: 2) whether it is an introduction in to a cluster where the firm already has a strong presence or not etc. Further, it allows us to understand whether the new product introduction decisions of a firm are influenced by relative cluster characteristics which, in turn, are influenced by competitors\u27 new product introductions in the different clusters etc. In the Chapter 2 of this dissertation I focus on two specific new product introduction decisions of digital camera manufacturers: timing and positioning. Additional insights are obtained from empirically estimating a pricing model using the same product cluster conceptual framework. In Chapter 3, I study new product preannouncements, which have become commonplace in manufacturers product strategy in consumer technology markets. Here I undertake a detailed empirical analysis of the demand effects of product preannouncements within the digital cameras category. I estimate a new product adoption model using monthly data on product-level availability, sales and prices across hundreds of digital cameras that were introduced over a period of 4 years. I study the effects of the incidence and timing of a product preannouncement on demand for the preannounced product: i.e., digital camera model), as well as demand for its competitors. In doing this, I implicitly accommodate the impact of product preannouncements for individual products on category-level demand growth. Using a detailed model-based accounting of preannouncement effects, I separate the effects of a preannouncement on: 1) innovation and word-of-mouth components underlying demand for the preannounced product, and: 2) consumer preferences for preannounced product attributes. I demonstrate the managerial implications of the estimated preannouncement effects using a numerical experiment

    Public grid computing participation: An exploratory study of determinants

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    Using the Internet, “public” computing grids can be assembled using “volunteered” PCs. To achieve this, volunteers download and install a software application capable of sensing periods of low local processor activity. During such times, this program on the local PC downloads and processes a subset of the project's data. At the completion of processing, the results are uploaded to the project and the cycle repeats. Public grids are being used for a wide range of endeavors, from searching for signals suggesting extraterrestrial life to finding a cure for cancer. Despite the potential benefits, however, participation has been relatively low. The work reported here, drawing from technology acceptance and volunteer literature, suggests that the grid operator's reputation, the project's perceived need, and the level of volunteering activity of the PC owner are significant determinants of participation in grid projects. Attitude, in addition to personal innovativeness and level of volunteering activity, predicted intentions to join the project. Thus, methods traditionally used for motivating volunteer behavior may be effective in promoting the use of grid computing

    Customer Loyalty Development: The Role Of Switching Costs

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    Customer loyalty plays a crucial role in firm’s performance.  Over the last three decades the antecedents of customer loyalty in the service sector have attracted great interest by academics and practitioners alike.  This study has two key objectives.  First, we investigate how image perceptions, service quality and customer satisfaction contribute to customer loyalty.  The results show that the organizational image customers hold of the service provider and perceived service quality have a similarly strong relationship with customer loyalty.  Moreover, both, service quality and organizational image are significantly and positively correlated with customer satisfaction.  The findings highlight that it is in particular through the formation of customer satisfaction that service quality and organizational impact customer loyalty. Thus, we can demonstrate that customer satisfaction has a mediating effect between external and interactive marketing initiatives and the development of customer loyalty.  Second, we investigate the role of switching costs in the development of customer loyalty.  The findings indicate that perceived switching costs, here assessed in terms of price sensitivity, have by far the strongest, positive and direct impact on customer loyalty in comparison to the other antecedents included in the model.  The importance of switching costs is further corroborated with the finding that switching costs moderate the link between customer satisfaction and customer loyalty

    Product Market Competition and Strategic New Product Releases

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    Economic theory suggests that strategic releases of new products can deter entrants and preempt competition. However, tracking new products is challenging due to the multitude of brands and product models. I introduce disclosure-based measures of new products using new product announcements collected from newswires, and examine how product market competition affects firms’ new product releases. Using plausibly exogenous variations in tariff changes as a proxy for foreign competition, I find that firms are more likely to release new products when competition increases. Consistent with my predictions, I also find that the effect concentrates in industries that have higher sales concentration and lower patenting barriers, and in well-performing firms. Additionally, I find descriptive evidence that industry-wide new product releases are negatively correlated with concurrent foreign import changes. Taken together, my results suggest that firms respond to potential foreign competition with new products to deter entrants

    Empirical Study of Online Auction Seller Switching: The Case of Yahoo vs. Ruten in Taiwan

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    Most online auction platform providers (OAPPs) agree that the majority of their profits comes from users, i.e., their buyers and sellers. The major concern of OAPPs is how to gain and lock in users in order to maintain and enhance a competitive edge. Customer switching is one of the primary problems of all companies, including OAPPs. This study focused on online auction sellers and attempted to understand their switching behavior. We developed an integrated model that consisted of OAPP strategies (anti-switching and anti-lock-in), value-based factors (platform qualities and switching costs), lock-in factors (network effects), and perceived values to explore the switching intentions of online auction sellers. The model was tested using a field study of 248 sellers from two online auction websites. The results show that OAPP strategies will affect switching costs which affect perceived value which, in turn, impacts a seller’s switching behavior. Our findings indicate that value-based factors directly influence perceived value which could suitably explain a seller’s decision to switch from one OAPP to another. The study suggests that OAPPs should develop strategies and leverage the network effect to avoid customer switching
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