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Forecasting Marketing Mix Responsiveness for New Products
Luan, Y. Jackie - 2009
Prior to a new product launch, marketers need to infer how demand will respond to various levels of marketing mix variables in order to set an appropriate marketing plan. A critical challenge in estimating marketing mix responsiveness from historical data is that the observed decisions were...
Persistent link: https://www.econbiz.de/10012766859
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The influence of product innovation messages on the intention to purchase incumbent products
Lee, Kyootai; Shim, Eugene; Kim, Jiyeon; Nam, Hyunjeong - In: Journal of innovation & knowledge : JIK 6 (2021) 3, pp. 154-166
How do product innovation messages delay purchase intentions? Few studies offer answers to this question. Building on the literature of regulatory focus and framing effects, this study aims to identify the mechanism of the relationships among product innovation contents (i.e., performance...
Persistent link: https://www.econbiz.de/10012591352
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Deadlines in Product Development
Zhang, Juanjuan - 2015
Deadlines are common in product development and are often felt to be too harsh - many development efforts are still worth continuing at the time of mandated termination. We examine the value of deadlines from the agency-theoretic perspective. We consider a firm that pays an agent to lead product...
Persistent link: https://www.econbiz.de/10013036671
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Competitive strategies among Ontario farms marketing direct to consumers
Micheels, Eric T.; Böcker, Andreas - In: Agricultural and Food Economics : AFE 5 (2017) 10, pp. 1-23
This paper examines the importance of two resources, namely a market orientation and an entrepreneurial orientation, in new product development and satisfaction with firm performance among direct and alternative marketers. Using a partial least squares structural equation model and data from a...
Persistent link: https://www.econbiz.de/10011657525
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An Application of the Win-Win-Win Papakonstantinidis Model as an Innovative Bargaining Solution Analysis in Cooperative Sales Promotion Campaigns
Spais, George S.; Papakonstantinidis, Leonidas A. - 2011
Cooperative promotion is an important instrument for aligning manufacturer and retailer decisions in marketing channels. On the other hand, bargaining seems to be critical for marketing channel coordination, e.g., for vertical cooperative promotion. Based on our previous study (Spais,...
Persistent link: https://www.econbiz.de/10014176249
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Adding Value to Service Brands Through Innovation : A Framework for Emerging Economies
Guceri-Ucar, Gozem - 2015
, (2) service industry characteristics, (3) cultural characteristics, and (4) customer characteristics. The qualitative …
Persistent link: https://www.econbiz.de/10014149216
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An Application of the Win-Win-Win Papakonstantinidis Model as an Innovative Bargaining Solution Analysis in Cooperative Sales Promotion Campaigns
Spais, George S.; Papakonstantinidis, Leonidas A. - 2012
Cooperative promotion is an important instrument for aligning manufacturer and retailer decisions in marketing channels. On the other hand, bargaining seems to be critical for marketing channel coordination, e.g., for vertical cooperative promotion. Based on our previous study (Spais,...
Persistent link: https://www.econbiz.de/10014168580
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New Technologies in Marketing as Competitive Advantage
Cvitanović, Petra Leonora - 2018
, greater brand recognition which will result in higher customer loyalty. By recognizing the value of new technologies in …
Persistent link: https://www.econbiz.de/10012908073
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Pioneering Advantage in Generic Drug Competition
Yu, Yu - 2014
this paper, we take a close look at competition among the generic entrants during the first three years after patent … expiration and examine whether there is a first mover advantage. We specify a random effect nested logit model of competition … that allows for competition between the brand drug and generics, and among multiple generic drugs. The model accommodates …
Persistent link: https://www.econbiz.de/10012709667
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Digital dynamism : how IT and social media are enhancing business opportunities for Sri Lankan entrepreneurs
Wijesinha, Anushka - 2015
As the Sri Lankan economy attempts to transform into a more value-added and knowledge-led one, recent advancements in technology and innovation have created a plethora of new opportunities for small and medium-sized enterprises. This paper provides four case studies of innovative enterprises and...
Persistent link: https://www.econbiz.de/10011288743