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A Relatively Unbiased Measure of Discrimination Ability in Product Design: An Addendum to Buchanan and Henderson (1992)

Henderson, Pamela W.; Buchanan, Bruce - In: Marketing Science 14 (1995) 2, pp. 250-252

In this addendum, we present a measure of discrimination ability that is free of the downwardly biasing assumptions of previous discrimination measures. We discuss the magnitude of the bias in the previous measures, the reliability of all of the measures, intercorrelations among them, and their...

Persistent link: https://www.econbiz.de/10008787900

Mixing Behavior in Cross-Country Diffusion

William P. Putsis, Jr.; Balasubramanian, Sridhar; … - In: Marketing Science 16 (1997) 4, pp. 354-369

Diffusion models represent one of the key successes in marketing science. We understand a great deal about what … influences and shapes within-country diffusion patterns. However, we understand far less about what influences and shapes cross …-country (or “inter-country”) diffusion patterns. Clearly, for firms operating in a truly global environment, understanding to what …

Persistent link: https://www.econbiz.de/10008787942

Competitor See, Competitor Do: Incumbent Entry in New Market Niches

Debruyne, Marion; Reibstein, David J. - In: Marketing Science 24 (2005) 1, pp. 55-66

The ability to keep up with changing technology is critical for a company's long-term survival. However, companies have to balance the risk of rushing into new areas and potentially cannibalizing their existing business against the risk of missing the emerging market. This paper investigates...

Persistent link: https://www.econbiz.de/10008787956

A Dynamic Changepoint Model for New Product Sales Forecasting

Fader, Peter S.; Hardie, Bruce G. S.; Huang, Chun-Yao - In: Marketing Science 23 (2004) 1, pp. 50-65

At the heart of a new product sales-forecasting model for consumer packaged goods is a multiple-event timing process …

Persistent link: https://www.econbiz.de/10008788040

—Innovations' Origins: When, By Whom, and How Are Radical Innovations Developed?

Golder, Peter N.; Shacham, Rachel; Mitra, Debanjan - In: Marketing Science 28 (2009) 1, pp. 166-179

Innovation research tends to consider only the post-commercialization period or examine a few innovations through case studies. In this study, we examine 29 radical innovations from initial concept to mass-market commercialization. We find that these innovations were developed over an average of...

Persistent link: https://www.econbiz.de/10008788201

Idea Generation, Creativity, and Incentives

Toubia, Olivier - In: Marketing Science 25 (2006) 5, pp. 411-425

Idea generation (ideation) is critical to the design and marketing of new products, to marketing strategy, and to the creation of effective advertising copy. However, there has been relatively little formal research on the underlying incentives with which to encourage participants to focus their...

Persistent link: https://www.econbiz.de/10008788216

Modeling Movie Life Cycles and Market Share

Ainslie, Andrew; Drèze, Xavier; Zufryden, Fred - In: Marketing Science 24 (2005) 3, pp. 508-517

a sliding-window logit model and a gamma diffusion pattern in a hierarchical Bayes framework. We show that accounting …

Persistent link: https://www.econbiz.de/10008789688

Collaborative Product and Market Development: Theoretical Implications and Experimental Evidence

Amaldoss, Wilfred; Rapoport, Amnon - In: Marketing Science 24 (2005) 3, pp. 396-414

In alliances jointly developing product and market, we first investigate how (a) the number of networks competing to develop a product, (b) the number of alternative technology platforms, and (c) market sensitivity to product development expenditures affect investments of partnering firms. We...

Persistent link: https://www.econbiz.de/10008789690

The Voice of the Customer

Griffin, Abbie; Hauser, John R. - In: Marketing Science 12 (1993) 1, pp. 1-27

In recent years, many U.S. and Japanese firms have adopted Quality Function Deployment (QFD). QFD is a total-quality-management process in which the “voice of the customer” is deployed throughout the R&D, engineering, and manufacturing stages of product development. For example, in the first...

Persistent link: https://www.econbiz.de/10008789734

Controllable Factors of New Product Success: A Cross-National Comparison

Calantone, Roger J.; Schmidt, Jeffrey B.; Song, X. Michael - In: Marketing Science 15 (1996) 4, pp. 341-358

While the new product literature suggests that managerially controllable factors most strongly affect new product success, few studies have examined how these factors differ across countries. The objectives of this article are: (1) to develop a model of factors associated with new product...

Persistent link: https://www.econbiz.de/10008789741