Wann neue Produkte vorankündigen?

Joachim Büschken
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Joachim Büschken: Katholische Universität Eichstätt

Schmalenbach Journal of Business Research, 2003, vol. 55, issue 1, 3-22

Abstract: Summary 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. Generally, to maximize profits across product life cycles competitors with sustainable technological performance advantages should preannounce late whereas smaller suppliers should preannounce early to take advantage of a possible change of market positions.

Keywords: C15; M31; Preannouncement; Simulations; Kommunikation; Produktinnovation (search for similar items in EconPapers)
Date: 2003
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sjobre:v:55:y:2003:i:1:d:10.1007_bf03372696

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DOI: 10.1007/BF03372696

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