| Author: | Lee, Y. O'Connor, G. C. |
| Title: | New Product Launch Strategy for Network Effects Products |
| Journal: | Journal of the Academy of Marketing Science
2003 : SUMMER, VOL. 31:3, p. 241-255 |
| Index terms: | NETWORKS STRATEGY INFORMATION TECHNOLOGY HIGH TECHNOLOGY PRODUCT DEVELOPMENT |
| Language: | eng |
| Abstract: | In recent years, there has been a growing interest in the link between launch strategy decisions and new product performance. The existing literature offers little decision- making guidance to managers on how to successfully introduce a product that exhibits network effects. The authors discuss the influence of network effects on the dynamics of market competition and on consumers' consumption behaviors. They argue that, because of these changes, the priority of particular performance objectives and the impact of specific launch strategies differ for products that exhibit network effects from what current wisdom and empirical results prescribe. These ideas are formalized in a conceptual framework and a series of research propositions. |
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