Journal of Marketing 1995

New Product Announcement Signals and Incumbent Reactions

Thomas S. Robertson¹; Jehoshua Eliashberg²; Talia Rymon³

¹ London Business School · ² University of Pennsylvania · ³ Carnegie Mellon University

Abstract

The authors focus on NPA signals, which they define as new product announcements in advance of market introduction. They develop a set of hypotheses regarding incumbent reactions to NPA signals and test them in a field study among managers in the United States and the United Kingdom. The authors’ findings provide a characterization of the factors affecting the likelihood of competitive response to NPA signals and suggest a set of managerial implications.

DOI

10.2307/1252115

Sources

openalex

Cite

APA 7 MLA 9 Chicago (author–date) Harvard Elsevier Harvard (JFE, JBF…) The Accounting Review Academy of Management American Marketing Association INFORMS (Management Science) Copy citation Copied ✓