This study focuses on the effect of two dimensions of price (relative price and price volatility) on the international takeoff of new products. The study examines these drivers of takeoff using a novel data set of bimonthly observations from 7 new consumer electronic products across each of 8...

This study conducts a meta-analysis of 872 short-term brand-level advertising elasticities estimated in 57 studies published between 1960 and 2008. Short-term advertising elasticity is the percent change in a brand's current period sales for one percent change in the brand's current period...

Product quality is probably under-valued by firms because there is little consensus about appropriate measures and methods to research quality. We suggest that published ratings of a product's quality are a valid source of quality information with important strategic and financial impact. We...

Indirect network effects are of prime interest to marketers because they affect the growth and takeoff of software availability for, and hardware sales of, a new product. While prior work on indirect network effects in the economics and marketing literature is valuable, these literatures show...

Researchers in a variety of disciplines have studied various aspects of technological innovation. However, those in marketing have a unique advantage. Adopting a consumer orientation helps in understanding technological innovation because all innovations ultimately aim to produce better products...

Conventional wisdom is that the performance of a new technology starts below that of an exiting technology, crosses the performance of an older technology once and ends up at a higher plateau, so tracing a single S-shaped curve. As such, to stay competitive, managers need to switch from an old...

For firms facing rapid technological change, knowing which technology to back need not be a guessing game or a purely creative exercise. We provide a framework for informed decisions. The framework consists in identifying the levels of innovation, the competing technologies at each level, the...