Pricing in the International Takeoff of New Products

Deepa Chandrasekaran, J. Arts, G. Tellis, R. Frambach
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引用次数: 23

Abstract

This study focuses on the effect of two dimensions of price (relative price and price volatility) on the international takeoff of new products. The study examines these drivers of takeoff using a novel data set of bimonthly observations of 7 new consumer electronic products in 8 countries. The empirical analysis reveals that both relative price and price volatility significantly impact the hazard of takeoff. However, although the effect of relative price is stable across contexts, the effects of price volatility are moderated by wealth, culture, and contagion. The use of temporally disaggregate data at the bimonthly level allows for the identification of the effect of price volatility and enables a more precise identification of takeoff than that achievable with annual data.
新产品国际起飞中的定价问题
本文主要研究价格的两个维度(相对价格和价格波动)对新产品国际起飞的影响。这项研究使用了一组新的数据集,对8个国家的7种新型消费电子产品进行了每两个月的观察,以检验这些起飞的驱动因素。实证分析表明,相对价格和价格波动对起飞风险均有显著影响。然而,尽管相对价格的影响在不同背景下是稳定的,但价格波动的影响会受到财富、文化和传染的影响。在两个月的水平上使用暂时分解的数据,可以确定价格波动的影响,并且能够比使用年度数据更精确地确定起飞。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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