Using product development information to spur the adoption of continuous improvement products

Nga N. Ho-Dac (), Minu Kumar () and Rebecca J. Slotegraaf ()
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Nga N. Ho-Dac: San Francisco State University
Minu Kumar: San Francisco State University
Rebecca J. Slotegraaf: Indiana University

Journal of the Academy of Marketing Science, 2020, vol. 48, issue 6, No 6, 1156-1173

Abstract: Abstract Continuous improvement products (CIPs) are designed so that firms can make post-purchase improvements without requiring the user to fully replace the product. Although CIPs are becoming increasingly common in the marketplace, there are challenges in having customers adopt these products. In this multimethod research using two different types of studies, we find that sharing information about development progress increases adoption of the current version of the CIP, and that this relationship is mediated by the perceived commitment of developers to the product. Furthermore, we find that product familiarity moderates this mediation relationship. Our research offers insight to scholars interested in this new wave of products, and offers direction for managers in how to market their CIPs. Specifically, we recommend that firms developing CIPs use product development information as a marketing tool to communicate their commitment to the continued improvement of the product and to spur the purchase of the current versions of their CIPs.

Keywords: Continuous improvement products; Product development; Product adoption (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1007/s11747-020-00730-6

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