Signalling new product introductions: a framework explaining the timing of preannouncements

Article Abstract:

Empirical results derived from an analysis involving 217 senior marketing managers in various computer and software companies indicate that the success of product preannouncements is anchored on key product-related variables. Among these variables, switching costs, learning requirement and purchase cycle length have been found to create the greatest influence of marketability. Companies that are planning to conduct a preannouncement must also consider design- and industrial-related factors including competitive elasticity and forecast horizon, since they are critical in acquiring a successful product launch.

Methods, Management, Product management, New products, Product introduction

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Project complexity and efforts to reduce product development cycle time

Article Abstract:

An examination of 20 new product development (NPD) projects of varying complexities reveals that there are significant differences in the strategies used by project teams to reduce development cycle time. Results show that these cycle reduction strategies are linked to the level of uncertainty and the volume of work each team faces. Interviews with project leaders also reveal that simple NPD projects were usually run by autocratic leaders, while complex projects were typically run by leaders who favored participative management approaches.

Work groups, Teamwork (Workplace), Leadership

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The effects of experience with brand extensions on parent brand knowledge

Article Abstract:

The way in which brand extension affect knowledge about parent brands is examined.

Brand choice

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