search query: @author Golder, P. N. / total: 3
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| Author: | Golder, P. N. Tellis, G. J. |
| Title: | Will it ever fly? Modeling the takeoff of really new consumer durables |
| Journal: | Marketing Science
1997 : VOL. 16:3, p. 256-270 |
| Index terms: | NEW PRODUCTS RESEARCH PRODUCT POLICY CONSUMER DURABLES |
| Language: | eng |
| Abstract: | A consistent pattern observed for really new household consumer durables is a takeoff or dramatic increase in sales early in their history. This study provides the first analysis of the takeoff. In particular it addresses some key questions: how much time does a newly introduced product need to takeoff; does the takeoff have any systematic patterns; is it possible to predict the takeoff. The study developes an operational measure to determine when takeover occurs. The study models the takeoff with a hazard model because of its advantages for analyzing time-based events. The results provide potential generalizations about the time to takeoff and the price reduction, nominal price, and penetration at takeoff. |
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