Popma, W.T., Waarts, E. and Wierenga, B. (2006) New Product Announcements as Market Signals: a content analysis of the DRAM chip industry Industrial Marketing Management, 35 (2). pp. 225-235. ISSN 0019-8501Full text not available from this repository.
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. This study explores the actual content of NPAs observed in a particular market. This is done through a multi-year content analysis of new-product announcements in the DRAM memory chip industry. The study analyzes patterns in the occurrence of attributes and demonstrates 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.
|Item Type:||Journal article|
|Uncontrolled Keywords:||New products; Announcements; Market signals; DRAM; Competition|
|Subjects:||N000 Business and Management > N500 Marketing > N510 Market Research
N000 Business and Management > N500 Marketing
|DOI (a stable link to the resource):||10.1016/j.indmarman.2005.01.007|
|Faculties:||Brighton Business School > Marketing Research Group|
|Depositing User:||Wybe Popma|
|Date Deposited:||22 Feb 2008|
|Last Modified:||18 Jun 2010 11:35|
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