The saddle is a sudden, sustained, and deep drop in sales of a new product, after a period of rapid growth following takeoff, followed by a gradual recovery to the former peak. This paper tests for the generalizability of the saddle across products and countries and for three rival explanations:...

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...

The authors study the takeoff of 16 new products across 31 countries (430 categories) to analyze how and why time-to-takeoff varies across products and countries. They test the effect of 12 hypothesized drivers of time-to-takeoff using a parametric hazard model. The authors find that the average...

We critically examine alternate models of the diffusion of new products and the turning points of the diffusion curve. On each of these topics, we focus on the drivers, specifications, and estimation methods researched in the literature. We discover important generalizations about the shape,...