MKTG: New Product Development & Product Line Management (Topic)最新文献

{"title":"Optimal Pricing and Introduction Timing of Technology Upgrades in Subscription-Based Services","authors":"Ian A. Kash, P. Key, S. Zoumpoulis","doi":"10.2139/ssrn.3934603","DOIUrl":"https://doi.org/10.2139/ssrn.3934603","url":null,"abstract":"Many technologies that fuel subscription-based services improve over time. Examples are mobile phones, software suites (Microsoft Office, Adobe Creative Cloud), subscription services (Netflix), and cloud service providers. Additionally, modern subscription services are increasingly personalized to individual subscribers, and as a result, discriminatory pricing is ever-present in the marketplace, allowing firms to reward existing customers with discounts and special offers on upgrades. However, customers may be averse to switching to improved services because of costs related to redesigning business processes, downtime, or customer inertia. We propose a model of technology upgrades featuring discriminatory pricing based on customers’ upgrade experience. We characterize the optimal pricing policy for the service provider and develop an efficient algorithm for computing optimal prices. We also characterize the optimal timing of technology introductions and show that it is generally optimal to introduce new technologies in periodic intervals after some time.","PeriodicalId":290837,"journal":{"name":"MKTG: New Product Development & Product Line Management (Topic)","volume":"20 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132623593","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Brands versus Brand Extensions: Implications of Brand-based Learning for the Dynamics of Sales","authors":"Masakazu Ishihara, Sridhar Moorthy","doi":"10.2139/ssrn.3177146","DOIUrl":"https://doi.org/10.2139/ssrn.3177146","url":null,"abstract":"A key precept of brand extension theory is that brand extension, as opposed to new brand, reduces the risk of new product trial in experience goods categories. In this paper we argue that this property has specific testable implications for the dynamics of sales. In particular, in the movie industry—where brand extension takes the form of sequels—sequels’ sales ought to be more “front loaded” than originals’ sales. On three measures of front-loadedness—ratio of opening week (weekend) box-office to total box-office, average purchase time, and time to peak sales—we verify this prediction robustly. While confirming that new brand extensions are indeed less risky to consumers than new brands, our results also suggest that signaling theories such as those of Nelson (1974) do not have much bite in movies.","PeriodicalId":290837,"journal":{"name":"MKTG: New Product Development & Product Line Management (Topic)","volume":"42 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-12-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123020595","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"MAIsCAP-Marketing Architectural Isolating Capability as Antecendence for Success of New Product Development","authors":"A. Ferdinand, K. Batu","doi":"10.14414/JEBAV.V16I3.227","DOIUrl":"https://doi.org/10.14414/JEBAV.V16I3.227","url":null,"abstract":"This study is a basic research for fulfilling research gap in New Product Development studies. Even though a new product development program is a high cost program, the level of success in entering the market is still low. This issue rises a question what should be considered in arranging ways to increase the success rate of new product development. This study proposes a concept of MAIsCAp-Marketing Architectural Isolating Capability, together with the concept of Competitive Experience Portfolio and Marketing Resource Flexibility postulated as hold a key role in enhancing the new product development Orgware quality as a prerequisite for enhancing new product marketing performance. Seven hypotheses were developed and tested using the data which were collected from 355 respondents serving as Product Development Manager and Marketing Manager in Indonesia. Data was analyzed using SEM AMOS 21 Statistical Software which supported 6 hypotheses. This study indicated that MAIsCap holds a strategic anchor position for strengthening NPD Orgware Quality in enhancing new product marketing performance.","PeriodicalId":290837,"journal":{"name":"MKTG: New Product Development & Product Line Management (Topic)","volume":"498 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2015-09-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133016480","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The Effects of Platform and Consumer Lifecycles on Content Sales in a Platform-Mediated Market","authors":"J. Healey, Wendy W. Moe","doi":"10.2139/ssrn.2218803","DOIUrl":"https://doi.org/10.2139/ssrn.2218803","url":null,"abstract":"Previous research has demonstrated the importance of installed base size effects, in which content released on a platform with a larger installed base tends to generate greater sales. We further examine the role of the installed base by considering the impact of installed base composition on content sales. We specifically investigate the roles of the platform product lifecycle and the consumer lifecycle. We examine differences in content sales resulting from an installed base that is comprised of platform “innovators” versus one that contains more late adopters. Additionally, we consider the role of consumer lifecycles on content sales and compare the impact of an installed base consisting of a large number of new platform users to one consisting of pre-existing platform users. Using sales data from the video game market, we find strong evidence to support the existence of significant platform and consumer lifecycle effects. We find that earlier and newer platform adopters purchase more content than later and pre-existing adopters. These results underline the importance of considering installed base composition when releasing new content.","PeriodicalId":290837,"journal":{"name":"MKTG: New Product Development & Product Line Management (Topic)","volume":"72 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2013-02-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123877140","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Produktlebenszyklusmodelle - Eine Metaanalyse zur Charakterisierung und Abgrenzung bestehender Modelltypen (A Meta-Analysis of Product Life Cycle Models - Characterization and Differentiation of Established Models)","authors":"Tarek Kasah, Marc Kujas","doi":"10.2139/SSRN.2185281","DOIUrl":"https://doi.org/10.2139/SSRN.2185281","url":null,"abstract":"In verschiedenen wissenschaftlichen Disziplinen, besonders den Wirt-schafts- und Ingenieurwissenschaften, wird das Entstehen und Verschwinden von Produkten aus unterschiedlicher Perspektive betrachtet jedoch haufig unter dem gemeinsamen Stichwort Produktlebenszyklus (PLZ) verwendet. Eine konzeptionelle Unterscheidung der vorliegenden Ansatze und eine interdisziplinare Betrachtung fehlen bisher, sodass es zu Missverstandnissen und Fehlinterpretationen in interdisziplinarer Teamarbeit in Wissenschaft und Praxis kommen kann. Die vorliegende Arbeit zielt darauf ab, die Literaturstrange verschiedener Disziplinen zusammenzufuhren und eine koharente und fachubergreifende Wissensbasis uber PLZ-Modelle aufzubauen. Der Beitrag unserer Arbeit ist im Einzelnen in der Erarbeitung eines theoretischen Rahmens zur Charakterisierung und Klassifikation von PLZ-Modellen sowie in der systematischen Gegenuberstellung und Abgrenzung der wesentlichen Produktlebenszy-klusmodelle zu sehen. Die Ergebnisse der Analyse sind sowohl fur Wissenschaft als auch Praxis relevant, indem sie dazu beitragen, das Schlagwort Produktlebenszyklus zu versachli-chen und verschiedenen Disziplinen einen umfassenden Zugang zum Thema zu gewahren.Different scientific disciplines, esp. business economics, industrial ecology and engineering sciences, describe the emergence and extinction of products from different perspectives, however in many cases under the same expression “product life cycle”. A conceptual distinction of the existing approaches and an interdisciplinary approach are still missing leading to misunderstandings and misinterpretations in interdisciplinary teamwork in academic as well as practical environment. With the given paper we aim at providing a coherent knowledge base of product life cycle models, their characteristics and their utilization. Therefore, we contribute a theoretical framework for characterizing and classifying product life cycle models and examine the relevant literature in business economics and engineering sciences as well as industrial ecology and ecological economics in terms of product life cycle models. The study results in a systematic, concise overview of the most important product life cycle models. Our contributions are relevant not only for scientists but also for practitioners providing a scientifically sound analysis while maintaining an easy-to-access approach to the topic.","PeriodicalId":290837,"journal":{"name":"MKTG: New Product Development & Product Line Management (Topic)","volume":"54 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2012-12-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126751333","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The Financial Rewards of New Product Introductions","authors":"B. Bayus, G. Erickson, R. Jacobson","doi":"10.2139/ssrn.267896","DOIUrl":"https://doi.org/10.2139/ssrn.267896","url":null,"abstract":"There is little question that new product innovation is a cornerstone to firm success. Particularly in technologically dynamic markets like personal computers, new products are central to long-term financial performance. However, exactly how new product introductions influence firm value is less clear. Based on data from firms in the personal computer industry, we study the effect of new product introductions on three key drivers of firm value: profit rate, profit rate persistence, and firm size as reflected in asset growth. We find that new product introductions influence profit rate and size, but not persistence. Interestingly, the effect of new product introductions on profit rate appears to stem from a reduction in selling and general administrative expenditure intensity rather than through an increase in gross operating return. Firm profitability apparently benefits from new product introduction because new products need less marketing support than older products.","PeriodicalId":290837,"journal":{"name":"MKTG: New Product Development & Product Line Management (Topic)","volume":"35 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2001-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130278063","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}