We analyze firms' investment in product innovation when there are heterogeneous consumer switching costs in markets with an industry leader. We show that higher switching costs require a successful entrant to charge a higher price and increase investment in product innovation to remain...

Context effects can have a major influence on brand choice behavior after the introduction of a new product. Based on behavioral literature, several hypotheses about the effects of a new brand on perception, preferences and choice behavior can be derived, but studies with real choice data are...