New product strategy in small technology-based firms: a pilot study

Article Abstract:

A pilot test was performed on a technique for correlating the level of newness in a company's product line with the company's economic success. The sequences of 79 products developed and introduced by ten small technology-based businesses (under $50 million in yearly sales) were measured in terms of the embodied technology and market applications' newness. A 'technology newness-market newness' grid was constructed for the products, based on the conditions in place when the products were developed. It is shown that the level of strategic focus corresponds directly to corporate growth, in that the companies with less technological and market change in successive products outperform those with more diversity. Some newness is better than no newness, however, and technological change should be part of a small business enterprise's product strategy.

High technology industry, Marketing, Small business, Marketing management, New products, Product introduction

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Introduction Strategy for New Products with Positive and Negative Word-of-Mouth

Article Abstract:

Existing innovation diffusion models assume that individual experience with the product is always communicated positively through word-of-mouth. For certain innovations, however, this assumption is tenuous since communicators of the product experience may transfer favorable, unfavorable, or indifferent messages through word-of-mouth. This paper examines a diffusion model for products in which negative information plays a dominant role, discusses its implications for optimal advertising timing policy and presents an application to forecast attendance for the movie Gandhi in the Dallas area. (Reprinted by Permission of Publisher.)

Mathematical models, Consumer behavior, Interpersonal communication, Product Introduction, Models, Promotion of Product, Marketing Strategy, Theory

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Risk and the relationship among strategy, organizational processes, and performance

Article Abstract:

Twenty banks in one state were studied to assess the relationships between risk and return in various organizational settings with different strategies, tactics, and processes. Researchers typically investigate returns only, but here the risk factor and how it affects return as a function of corporate performance is also analyzed. It is suggested that the degree of risk and the degree of return are not necessarily directly related, as usually assumed. Outcome depends on how corporate entities define risk and return, plus their interaction with strategies, internal processes, and the definition of 'performance'.

Performance, Risk assessment, Evaluation, Measurement, Management, Executive ability

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