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 varies substantially between developed and developing countries …