Chandrasekaran, Deepa; Tellis, Gerard J. - In: Marketing Science 27 (2008) 5, pp. 844-860
The authors study the takeoff of 16 new products across 31 countries (430 categories) to analyze how and why takeoff varies across products and countries. They test the effect of 12 hypothesized drivers of takeoff using a parametric hazard model. The authors find that the average time to takeoff...