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As a first step towards a better understanding of durable goods marketing, a prelaunch forecasting model and measurement system for marketing planning is proposed and applied to a new automobile. Especially challenging factors included in the model are: active search by consumers, dealer visits, word-of-mouth communication, magazine reviews, and production(More)
" Lead users " are defined as being at the leading edge of markets, and as having a high incentive to innovate. Empirical research has shown the value of lead user need and solution data to new product development processes. However, the nature of the lead user construct itself has not been studied to date. In this paper we fill this significant gap by(More)
I n 2003 the INFORMS Society for Marketing Science (ISMS) introduced and conducted its inaugural Practice Prize Competition. The reports and papers that follow are the finalists from that competition, representing the best examples of rigor plus relevance that our profession produces. Background ISMS'S bylaws state that its purpose "... is to foster the(More)
a r t i c l e i n f o In recent years, more and more consumer goods firms have started to tap into the creative potential of their user communities to fuel their new product development pipelines. Although many have hailed this paradigm shift as a highly promising development for firms, hardly any research has systematically compared the actual market(More)
Successful product line design and development often requires balancing technical and market tradeoffs. Quantitative methods for optimizing product attribute levels using preference elicitation (e.g., conjoint) data are useful for many product types. However, products with substantial engineering content involve critical tradeoffs in the ability to achieve(More)
Leading edge users present a reasonably new concept in the innovation literature. von Hippel (1986) suggests that they can be used as a source of new product ideas and to predict market acceptance of new products, yet to date little work has been done to establish the validity and reliability of this construct and how it relates to more traditional measures(More)
C onsumers often have to evaluate products comprising a combination of attributes that is not expected by them, given their beliefs about how attributes normally co-vary in the product category. Such an attribute combination implies that the claimed level of a product attribute is then different from what the consumer might infer, given the level of another(More)