New Product Announcements as Market Signals. A content analysis in the DRAM chip industry

Wybe Popma, Eric Waarts and Berend Wierenga

ERIM Report Series Research in Management from Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam

Abstract: New-product announcements (NPAs) have considerable effects on competitors in industrial markets. Several studies have shown that the perceived threat caused by an NPA may trigger severe competitive reactions. Yet it is still unclear how the perception of threat by competitors is related to the specific content of the announcement. In this study we explore the actual content of NPAs observed in a particular market. We do this through a multi-year content analysis of new-product announcements in the DRAM memory chip industry. We analyze patterns in the occurrence of attributes and demonstrate how firm strategy affects NPA content. Findings from this study provide important insights for managers about the design of NPAs. It also triggers further research on the use of NPAs in competitive industrial markets.

Keywords: competition; innovation; market signals; new product announcement; semiconductors (search for similar items in EconPapers)
JEL-codes: M (search for similar items in EconPapers)
Date: 2003-05-07
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://repub.eur.nl/pub/328/ERS-2003-025-MKT.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ems:eureri:328

Access Statistics for this paper

More papers in ERIM Report Series Research in Management from Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam Contact information at EDIRC.
Bibliographic data for series maintained by RePub ( this e-mail address is bad, please contact ).