haku: @author Lee, Y. / yhteensä: 14
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| Tekijä: | Lee, Y. Colarelli O'Connor, G. |
| Otsikko: | The impact of communication strategy on launching new products: the moderating role of product innovativeness |
| Lehti: | Journal of Product Innovation Management
2003 : JAN, VOL. 20:1, p. 4-21 |
| Asiasana: | Innovation New products Strategy |
| Kieli: | eng |
| Tiivistelmä: | There is a constant debate on whether product innovativeness positively impacts new product performance (NPP) because of increasing competitive advantage or negatively impacts performance due to consumers' fears of novel technology and resultant resistance to adopt. This issue is investigated in this study by modeling product innovativeness as a moderator that influences the relationship between communication strategy and new product performance. Communication strategy is comprised of preannouncement strategy and advertising strategy. |
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