New product release preannouncement is a pre-release communication process for sending a message to target groups such as consumers, competitors, and/or stockholders. Despite its importance, little has been empirically investigated about the strategic role of its timing. In this paper, we focus...

Despite its important implications for TV program producers and advertisers, little has been investigated regarding consumers' choice of TV viewing methods - live versus time-shifting (i.e., viewing with DVRs). This paper studies how consumers watch TV dramas and the roles of time-shifting by...