Toward a model of new product preannouncement timing

Lilly, Bryan; Walters, Rockney G.

doi:10.1016/s0737-6782(96)00092-6

Cited by 72 publications

(53 citation statements)

References 16 publications

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“…The greater the discontinuity of an innovation, the greater product benefits customers perceive and the less familiar they are with product attributes (Lilly and Walters, 1997;; thus consumers must expend resources such as time and effort in order to grasp them.…”

Section: The Resource-based Viewmentioning

confidence: 99%

Theoretical lenses and domain definitions in innovation research

Harmancioǧlu

Dröge

Calantone

2009

European Journal of Marketing

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PurposeThis study aims to scrutinize the meaning and domain of “innovation” by providing an extensive theory‐driven review of the new product literature in marketing, management and engineering. The overall objective is to classify the recent literature on innovation and to illustrate theoretically derived discourses in the study of innovation.Design/methodology/approachThe paper organizes this literature by providing typologies of discourses, which define innovation. Based on our review of 238 articles from a comprehensive set of journals publishing innovation research, we propose a theoretical divide in the innovation literature.FindingsTheoretical underpinnings, namely adoption/diffusion theory versus the resource‐based/contingency theory view, form one dimension of the typology. Jointly considered with the other two dimensions – level of analysis and customer vs firm perspective – a framework is formed of the different discourses and conceptualisations in the innovation literature.Originality/valuePast researchers have always proposed a definition of innovation that was embedded in a typology of innovation types; in contrast, the paper allows the theoretical discourses to unveil meanings of innovation and associated constructs (and hence it starts with theory specification, not construct definition). It argues for starting with theory as the basic division and proposes a theory driven typology. Through its theoretical genesis, the paper wishes to create a shared understanding among academics and practitioners of what constitutes innovation and constructs within the related theoretical net.

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Section: The Resource-based Viewmentioning

confidence: 99%

Theoretical lenses and domain definitions in innovation research

Harmancioǧlu

Dröge

Calantone

2009

European Journal of Marketing

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“…The extant literature on new product preannouncement (NPP) does not distinguish between the two, leading to discordant results of the impact of preannouncement strategies [20]. The focus of the NPP literature has been on the decision to preannounce [4,7,23,26], timing of preannouncement [17,19,20], rationale behind preannouncement [8,13] and content of the preannouncement [24]. Other studies have studied diffusion of preannounced products [25], vaporware [2,6] and user welfare [11,12,18].…”

Section: Relevant Literaturementioning

confidence: 99%

Product Introduction Strategies in the Age of Social Media

Mukherjee

2017

Proceedings of the 50th Hawaii International Conference on System Sciences (2017)

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“…As Lilly and Walters [47] note, even though the announcement timing can significantly affect a new product's success, the marketing and economics literature provides few insights and guidelines on this component of a launching strategy. Kohli [26] identifies several variables affecting the announcement timing chosen by companies for their new products, but he does not provide normative guidelines.…”

Section: When Should a Firm Preannounce The Launch Of Its New Product?mentioning

confidence: 99%

A Diffusion Model for Preannounced Products

Manceau

Eliashberg

Rao

et al. 2013

Cust. Need. and Solut.

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Strategic preannouncement of a new product launch by a firm creates a pent-up demand (or consumers committed to purchase prior to launch) for the new product. The level of the pent-up demand depends, among other factors, on the timing and the reputation of the firm announcing the new product; it is critical in shaping up the diffusion process of the new product after launch. In this paper, we develop a two-phase diffusion model that describes both the impact of the announcement on consumers' purchase commitments and the diffusion process since launch starting with a strictly positive number of new product orders. We illustrate the empirical performance of the model with an old but classic dataset that captures both advance purchase orders as well as sales after launch for a new audio CD. We discuss how our model can guide a firm's decision on when to preannounce the introduction of its new product or technology, relative to the time of launch, so as to maximize the total benefit during the planning horizon.

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Toward a model of new product preannouncement timing

Cited by 72 publications

References 16 publications

Theoretical lenses and domain definitions in innovation research

Theoretical lenses and domain definitions in innovation research

Product Introduction Strategies in the Age of Social Media

A Diffusion Model for Preannounced Products

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