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| Author: | Tyagi, R. K. |
| Title: | New product introductions and failures under uncertainty |
| Journal: | International Journal of Research in Marketing
2006 : VOL. 23:2, p.199-213 |
| Index terms: | new products product failures uncertainty |
| Language: | eng |
| Abstract: | This study examines new product introductions and failures when firms make new product introduction decisions under some uncertainty about future demand and cost conditions. The paper shows that increased uncertainty is not necessarily detrimental to new product introductions; it can incentivize more firms to introduce new products, and can lead to more product failures, too. Furthermore, markets that have firms with more positively correlated cost structures may attract fewer new product innovations and have fewer new product failures. |
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