Author: Anne Marie Gibbons
Publisher:
ISBN:
Category :
Languages : en
Pages : 0

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Book Description

Author: Vijay Mahajan
Publisher: Springer Science & Business Media
ISBN: 9780792377511
Category : Business & Economics
Languages : en
Pages : 376

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Book Description
Product sales, especially for new products, are influenced by many factors. These factors are both internal and external to the selling organization, and are both controllable and uncontrollable. Due to the enormous complexity of such factors, it is not surprising that product failure rates are relatively high. Indeed, new product failure rates have variously been reported as between 40 and 90 percent. Despite this multitude of factors, marketing researchers have not been deterred from developing and designing techniques to predict or explain the levels of new product sales over time. The proliferation of the internet, the necessity or developing a road map to plan the launch and exit times of various generations of a product, and the shortening of product life cycles are challenging firms to investigate market penetration, or innovation diffusion, models. These models not only provide information on new product sales over time but also provide insight on the speed with which a new product is being accepted by various buying groups, such as those identified as innovators, early adopters, early majority, late majority, and laggards. New Product Diffusion Models aims to distill, synthesize, and integrate the best thinking that is currently available on the theory and practice of new product diffusion models. This state-of-the-art assessment includes contributions by individuals who have been at the forefront of developing and applying these models in industry. The book's twelve chapters are written by a combined total of thirty-two experts who together represent twenty-five different universities and other organizations in Australia, Europe, Hong Kong, Israel, and the United States. The book will be useful for researchers and students in marketing and technological forecasting, as well as those in other allied disciplines who study relevant aspects of innovation diffusion. Practitioners in high-tech and consumer durable industries should also gain new insights from New Product Diffusion Models. The book is divided into five parts: I. Overview; II. Strategic, Global, and Digital Environments for Diffusion Analysis; III. Diffusion Models; IV. Estimation and V. Applications and Software. The final section includes a PC-based software program developed by Gary L. Lilien and Arvind Rangaswamy (1998) to implement the Bass diffusion model. A case on high-definition television is included to illustrate the various features of the software. A free, 15-day trial access period for the updated software can be downloaded from http://www.mktgeng.com/diffusionbook. Among the book's many highlights are chapters addressing the implications posed by the internet, globalization, and production policies upon diffusion of new products and technologies in the population.

Author: Gilles Laurent
Publisher: Springer Science & Business Media
ISBN: 9780792393887
Category : Business & Economics
Languages : en
Pages : 474

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Book Description
Divergence: A Source of Creative Thinking The outstanding job accomplished by Bernard, Gary, and Gilles is really praiseworthy: not only did they succeed in completing within a remark ably short span of time the editing of the contributions to the conference that marked the 20th Anniversary of the European Institute for Ad vanced Studies in Management; they have also managed to elicit numerous insightful comments from a host of dashing young scholars as well as from the fortunate few established authorities whose findings have long be come leading articles in the best academic journals, who now chair those journals' editorial boards, and after whom great scientific awards have been named. In so doing, our dedicated triumvirate has blended together pieces of diverse research traditions-some of them quite puzzling-and mixed significantly differentiated styles of expression. The controversial display of self-confidence by some distinguished colleagues, the amazingly emo tional "good old" memories revived by their peers, the scapegoat-finding and moralizing confessions produced by some of their disciples together with the detached systematic rigidity of some others all combine to pro duce a multivarious patchwork that may well prove the existence of a marketing scholar lifecycle. This cartoon-like four-class typology might even make it worth the reader's while to indulge in some guesswork to discover the sequence of the four stages as an exercise and then partition the author population accordingly.

Author: Martha L. Olney
Publisher:
ISBN: 9780807819586
Category : Business & Economics
Languages : en
Pages : 452

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Book Description
Olney contends that a century ago, most Americans owned few durable goods, most of which were deemed necessities and few of which were advertised or purchased on an installment plan. Today, Americans own many durable goods, most considered luxury items, widely advertised and purchased on credit. She concludes that a revolution in consumer durable goods occurred in the 1920s and considers what roles advertising and credit played. Annotation copyrighted by Book News, Inc., Portland, OR

Author: Peter N. Golder
Publisher:
ISBN:
Category :
Languages : en
Pages : 22

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Book Description
A firm's ability to compete in new product markets is vital to its profitability and long-term survival. Therefore, it is important to understand the development and growth of these markets. Following a pioneering study by Bass (1969), diffusion models have traditionally provided this understanding in marketing. The great appeal of the Bass model is that it is a simple one that fits the data very well and provides parameters that have an intuitive behavioural interpretation. The model suffers from three well-known limitations: (1) it does not include marketing variables that could infuence new product diffusion and sales; (2) the model's parameters are unstable; and (3) the model's forecasts are inaccurate before the sales peak and especially prior to the point of inflection. Subsequent research has made progress especially in extending the Bass model to include marketing variables. However, the extensions have come at the cost of simplicity: the new models are far more complex than the simple Bass model. We propose an alternate simple model of new product growth for consumer durables, based on the concept of affordability rather than on diffusion. We compare this model with the diffusion model in terms of fit, stability and validity of parameters, and forecasting ability. The alternate model is a little inferior to the diffusion model in fit, but superior in terms of the stability and validity of parameters and forecasting ability. We discuss the limitations and implications of our model.

Author: Michel Kostecki
Publisher: Springer
ISBN: 9781475728200
Category : Business & Economics
Languages : en
Pages : 146

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Book Description
Do we need a new car or a new refrigerator every ten years? What happens to our PC which is exchanged for a new model every three years? Why do our shoes last only a year or so, while those of our great grandfather served for a genera tion? Are businesses deliberately marketing products in a way which encourages sub-optimal use and induces consumers to buy new products? More and more consumers respond ''yes'' objecting to the business practices which reduce the life span of a product or pay no attention to efficiency in con sumption. The growing concem with sub-optimal use of consumer durables arises as a response to the volume of waste, as wen as to the growing conviction that over-consumption is encouraged by marketing techniques and approaches that favor lesser durability and sub-optimal use. There are signs that those things will have to change. Firstly, client orientation - a condition sine qua non of marketing success in the saturated markets of rich countries - is gaining popularity. Consumers are better informed and more influential and "intelligent consumption" is on the rise. Buyers are becoming more and more hostile towards marketing manipulation, inducing them to consume faster, more and at higher prices. The public increas ingly resists messages in advertisements (preventive resistance) which are pre dominantly persuasive (rather than educational or informative) and conceived to stimulate demand for the "new", the superficial and the fashionable.

Author: Yin-Chun Claudia Ku
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 200

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Book Description

Author: Martha L. Olney
Publisher:
ISBN:
Category :
Languages : en
Pages : 468

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Book Description

Author: Scott Shane
Publisher: John Wiley & Sons
ISBN: 1405127910
Category : Business & Economics
Languages : en
Pages : 514

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Book Description
This timely handbook represents the latest thinking in the field of technology and innovation management, with an up-to-date overview of the key developments in the field. The editor provides with a critical, introductory essay that establishes the theoretical framework for studying technology and innovation management The book will include 15-20 original essays by leading authors chosen for their key contribution to the field These chapters chart the important debates and theoretical issues under 3 or 4 thematic headings The handbook concludes with an essay by the Editor highlighting the emergent issues for research The book is targeted as a handbook for academics as well as a text for graduate courses in technology and innovation management

Author: Naresh Malhotra
Publisher: Routledge
ISBN: 1351550969
Category : Business & Economics
Languages : en
Pages : 216

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Book Description
First Published in 2017. Routledge is an imprint of Taylor & Francis, an Informa company.