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This publication is available in alternative media on request. The Pennsylvania State University is committed to the policy that all persons shall have equal access to programs, facilities, admission, and employment without regard to personal characteristics not related to ability, performance, or qualifications as determined by University policy or by(More)
One sentence abstract: This review synthesizes topics relating to innovation and suggests many exciting opportunities for new research. The authors thank Leigh McAlister of the Marketing Science Institute for initiating their thinking on this topic. The authors benefited from the work of Deepa Chandrasekaran and Eden Yin on the literature review in some(More)
S ales takeoff is vitally important for the management of new products. Limited prior research on this phenomenon covers only the United States. This study addresses the following questions about takeoff in Europe: 1) Does takeoff occur as distinctly in other countries, as it does in the United States? 2) Do different categories and countries have(More)
Ann Arbor. The authors also thank Marc Fischer for providing part of the data, Anocha Aribarg for clarifications on the elasticities, Ranga Venkatesan and Prerit Souda for assistance in data collection and data analysis. This study benefitted from a grant by Don Murray to the USC Marshall Center for Global Innovation.
The product life cycle (PLC) is the result of multiple supply and demand forces. However, past research has focused primarily on the role of diffusion in driving the PLC. This study takes a step toward a broader theoretical perspective on the PLC by incorporating informational cascades and developing and testing many new hypotheses based on this theory. The(More)
10 Abstract 11 Growth is one of the most compelling goals of managers today. This paper addresses the following questions about the 12 international growth of new products in Europe: Does the pattern of growth differ across countries? If so, does culture or 13 economics explain the differences? What are the implications of these results for new product(More)
The authors study how ad cues impact actual consumer behavior in new vs. well-established markets. They use theoretical insights from consumer information processing to argue that the same ad cues can have different effects on consumer behavior, depending on whether the market is new or old. They then test these hypotheses in the context of a toll-free(More)
C ritics often decry an earnings-focused short-term orientation of management that eschews spending on risky, long-term projects such as innovation to boost a firm's stock price. Such critics assume that stock markets react positively to announcements of immediate earnings but negatively to announcements of investments in innovation that have an uncertain(More)
T he abundance of highly disaggregate data (e.g., at five-second intervals) raises the question of the optimal data interval to estimate advertising carryover. The literature assumes that (1) the optimal data interval is the interpurchase time, (2) too disaggregate data causes a disaggregation bias, and (3) recovery of true parameters requires assumption of(More)
Technological change is perhaps the most powerful engine of growth in markets today. To harness this source of growth, firms need answers to key questions about the dynamics of technological change: (1) How do new technologies evolve? (2) How do rival technologies compete? and (3) How do firms deal with technological evolution? Currently, the literature(More)