Pricing in the international takeoff of new products

Deepa Chandrasekaran, Joep W.C. Arts, Gerard J. Tellis and Ruud T. Frambach

International Journal of Research in Marketing, 2013, vol. 30, issue 3, 249-264

Abstract: This study focuses on the effect of two dimensions of price (relative price and price volatility) on the international takeoff of new products. The study examines these drivers of takeoff using a novel data set of bimonthly observations of 7 new consumer electronic products in 8 countries. The empirical analysis reveals that both relative price and price volatility significantly impact the hazard of takeoff. However, although the effect of relative price is stable across contexts, the effects of price volatility are moderated by wealth, culture, and contagion. The use of temporally disaggregate data at the bimonthly level allows for the identification of the effect of price volatility and enables a more precise identification of takeoff than that achievable with annual data.

Keywords: International takeoff; Diffusion of innovations; New products; New product pricing; Level of data aggregation (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:30:y:2013:i:3:p:249-264

DOI: 10.1016/j.ijresmar.2012.09.008

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