New Product Announcements as Market Signals: a content analysis of the DRAM chip industry

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 0019-8501

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Abstract

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
ID Code:4516
Deposited By:Wybe Popma
Deposited On:22 Feb 2008
Last Modified:18 Jun 2010 12:35

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