haku: @indexterm PRODUCTS / yhteensä: 1007
viite: 228 / 1007
| Tekijä: | Buschken, J. |
| Otsikko: | Markenpersonlichkeit als Determinante von Markenloyalitat |
| Lehti: | Schmalenbachs Zeitschrift für Betriebswirtschaftliche Forschung
2003 : FEB, VOL. 55:1, p. 3-22 |
| Asiasana: | COMMUNICATION PRODUCTS INNOVATION SIMULATION |
| Kieli: | ger |
| Tiivistelmä: | This paper is concerned with the question when to preannounce the introduction of a future product when a company whishes to maximize profits across product life cycles. A conceptual framework is developed to identify determinants of optimal new product preannouncement timing. Attention is focused on individual buyer's technological leapfrogging and resulting postponed purchases. For that purpose a normative model is developed to analyze preannouncement timing decisions. It is shown that optimal preannouncement policy depends on the specific situation of the company and the market it is operating in. The paper provides a substantial list of references on this subject (original in German). |
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