Global Takeoff of New Products: Culture, Wealth, or Vanishing Differences?

Chandrasekaran, Deepa; Tellis, Gerard J.

doi:10.1287/mksc.1070.0329

Cited by 122 publications

(146 citation statements)

References 60 publications

(81 reference statements)

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“…We also measured the evolution in the time to takeoff across three time periods for products that were introduced before 1940 (i.e., before World War II), between 1940 and 1980, and after 1980. We find acceleration in the time to takeoff changes from 17 years before 1940 to 3.73 years between 1940 and 1980 and then, finally moves toward 1.55 years after 1980; note that these findings are in line with those of Chandrasekaran and Tellis (2008).…”

Section: The Time To Takeoff Across Technology Generationssupporting

confidence: 83%

“…On the one hand, the diffusion acceleration literature compares the rate of growth across product markets over time. By and large, these studies conclude that more recent product markets show faster diffusion than older ones (Agarwal and Bayus 2002;Chandrasekaran and Tellis 2008;Kohli et al 1999 1 ; Van den Bulte 2000 and 2002; Stremersch 2004 and. Exceptions to this generalized finding are rare (Bayus 1994) and contested on the grounds of estimation bias and invalid inference (Van den Bulte 2004).…”

Section: Introductionmentioning

confidence: 88%

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Does new product growth accelerate across technology generations?

2009

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The academic literature on the growth acceleration of new products presents a paradox. On the one hand, the diffusion literature concludes that more recently introduced products show faster diffusion than older ones. On the other hand, technology generation literature argues that growth rate, at least as measured by diffusion parameters, remains constant across generations. We resolve this apparent paradox by testing whether growth acceleration occurs across technology generations while controlling for the passing of time. We check acceleration across 39 distinct technology generations in 12 product markets. The results show that intergeneration acceleration occurs in time to takeoff but not with respect to Market Lett (2010) The Wharton School, University of Pennsylvania, Philadelphia, PA, USA e-mail: peresren@wharton.upenn.edu diffusion parameters (i.e., p and q). We show that takeoff acceleration is mostly driven by technology vintage (i.e., the passage of time) rather than generational shifts. Thus, time is a factor that accelerates early growth, but generational shifts do not. This result also holds when controlling for the effects of market vintage when the market is either business-to-business or business-to-consumer as well as when the technology is process-or product-based.

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Section: The Time To Takeoff Across Technology Generationssupporting

confidence: 83%

Section: Introductionmentioning

confidence: 88%

Does new product growth accelerate across technology generations?

2009

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“…First, we calculated each country's innovativeness by taking the mean of the factor scores on openness, enthusiasm, and reluctance. Second, we obtained mean market penetration of the 16 new products in all the countries from the work of Chandrasekaran and Tellis (2008). Third, we compared rankings on the innovativeness dimensions with rankings on market penetration.…”

Section: Table 3 Penetration Estimates Based On Survey and External mentioning

confidence: 99%

Global Consumer Innovativeness: Cross-Country Differences and Demographic Commonalities

Tellis

Yin

Bell

2009

Journal of International Marketing

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196

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Despite extensive research on consumer innovativeness, the literature does not contain a parsimonious construct that has been validated for use across countries, demographics, and categories. This study attempts to fill this gap by studying consumer innovativeness across 15 major world economies. Significantly, the authors find that four negatively valenced items constitute a construct of innovativeness that seems reasonably applicable across most countries. Although this construct of innovativeness varies systematically from country to country, common demographic antecedents emerge across countries. Within these commonalities, a measure of innovativeness shows some distinct category × demographics and category × country differences.

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“…Chandrasekaran & Tellis, 2008;Tellis, Stremersch & Yin, 2003). For this sample of brands, we employ yearly panel data from 2006 to 2011.…”

Section: Empirics Data Descriptionmentioning

confidence: 99%

Product and Marketing Actions in a Competitive Scenario

Giarratana

Perri

2014

SSRN Journal

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We analyze product and marketing actions and their consequences on firm competitive outcomes. These actions are investigates in relative terms compared to a firm's direct competitors. Our results shed new light on how a firm's choices regarding product portfolio and marketing postures affect its performance, while accounting for competitive conditions in the external environment. The theory is tested using data from the US apparel industry.

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Global Takeoff of New Products: Culture, Wealth, or Vanishing Differences?

Cited by 122 publications

References 60 publications

Does new product growth accelerate across technology generations?

Does new product growth accelerate across technology generations?

Global Consumer Innovativeness: Cross-Country Differences and Demographic Commonalities

Product and Marketing Actions in a Competitive Scenario

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