IDEAS home Printed from https://ideas.repec.org/a/eee/proeco/v129y2011i1p51-64.html
   My bibliography  Save this article

Timing decisions of new product preannouncement and launch with competition

Author

Listed:
  • Su, Meng
  • Rao, Vithala R.

Abstract

We develop a game-theoretic model to study the timing of new product preannouncement and launch under competition. We derive firms' optimal timing choices and conducted a numerical analysis to evaluate the role of various factors. Our analytical and numerical results showed that anticipated competitor's timing choices are the most significant factors. A firm should not preannounce early unless the preannouncement is effective in creating pent-up demands. However, the preannouncement and launch should be rushed if the quality or profit margin of the new product is high, and postponed if the market share of the existing product is high. The market leader should preannounce earlier in a simultaneous game than in a sequential game, but the opposite for the market follower. Data collected from the microprocessor industry validated our model.

Suggested Citation

  • Su, Meng & Rao, Vithala R., 2011. "Timing decisions of new product preannouncement and launch with competition," International Journal of Production Economics, Elsevier, vol. 129(1), pages 51-64, January.
    • Handle: RePEc:eee:proeco:v:129:y:2011:i:1:p:51-64
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0925-5273(10)00323-3
    Download Restriction: Full text for ScienceDirect subscribers only
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Xin, Jenny Y. & Yeung, Andy C.L. & Cheng, T.C.E., 2010. "First to market: Is technological innovation in new product development profitable in health care industries?," International Journal of Production Economics, Elsevier, vol. 127(1), pages 129-135, September.
    2. Ghali, Moheb, 2005. "Measuring the convexity of the cost function," International Journal of Production Economics, Elsevier, vol. 93(1), pages 87-99, January.
    3. Natasha Zhang Foutz & Wolfgang Jank, 2010. "Research Note—Prerelease Demand Forecasting for Motion Pictures Using Functional Shape Analysis of Virtual Stock Markets," Marketing Science, INFORMS, vol. 29(3), pages 568-579, 05-06.
    4. Aoki, Reiko & Prusa, Thomas J., 1997. "Sequential versus simultaneous choice with endogenous quality," International Journal of Industrial Organization, Elsevier, vol. 15(1), pages 103-121, February.
    5. Farrell, Joseph & Saloner, Garth, 1986. "Installed Base and Compatibility: Innovation, Product Preannouncements, and Predation," American Economic Review, American Economic Association, vol. 76(5), pages 940-955, December.
    6. Roller, Lars-Hendrik, 1990. "Proper Quadratic Cost Functions with an Application to the Bell System," The Review of Economics and Statistics, MIT Press, vol. 72(2), pages 202-210, May.
    7. Wendy W. Moe & Peter S. Fader, 2002. "Fast-Track: Article Using Advance Purchase Orders to Forecast New Product Sales," Marketing Science, INFORMS, vol. 21(3), pages 347-364, March.
    8. K. Sridhar Moorthy & I. P. L. Png, 1992. "Market Segmentation, Cannibalization, and the Timing of Product Introductions," Management Science, INFORMS, vol. 38(3), pages 345-359, March.
    9. Li, Ying & Jin, Yanhong H., 2009. "Racing to market leadership: Product launch and upgrade decisions," International Journal of Production Economics, Elsevier, vol. 119(2), pages 284-297, June.
    10. Liu, Yi & Li, Yuan & Wei, Zelong, 2009. "How organizational flexibility affects new product development in an uncertain environment: Evidence from China," International Journal of Production Economics, Elsevier, vol. 120(1), pages 18-29, July.
    11. Glen L. Urban & John R. Hauser & John H. Roberts, 1990. "Prelaunch Forecasting of New Automobiles," Management Science, INFORMS, vol. 36(4), pages 401-421, April.
    12. Kohli, Chiranjeev, 1999. "Signaling New Product Introductions: A Framework Explaining the Timing of Preannouncements," Journal of Business Research, Elsevier, vol. 46(1), pages 45-56, September.
    13. Afonso, Paulo & Nunes, Manuel & Paisana, António & Braga, Ana, 2008. "The influence of time-to-market and target costing in the new product development success," International Journal of Production Economics, Elsevier, vol. 115(2), pages 559-568, October.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Zhang, Jianqiang & Liang, Qi & Huang, Jian, 2016. "Forward advertising: A competitive analysis of new product preannouncement," Information Economics and Policy, Elsevier, vol. 37(C), pages 3-12.
    2. Truong, Yann & Pinkse, Jonatan, 2019. "Opportunistic behaviors in green signaling: When do firms engage in symbolic green product preannouncement?," International Journal of Production Economics, Elsevier, vol. 218(C), pages 287-296.
    3. Madjid Tavana & Debora Di Caprio & Francisco J. Santos-Arteaga, 2016. "Loyal customer bases as innovation disincentives for duopolistic firms using strategic signaling and Bayesian analysis," Annals of Operations Research, Springer, vol. 244(2), pages 647-676, September.
    4. Haoying Sun & Subodha Kumar, 2020. "A Manufacturer's New Product Preannouncement Decision and the Supplier's Response," Production and Operations Management, Production and Operations Management Society, vol. 29(10), pages 2289-2306, October.
    5. Insung Son & Sihyun Kim, 2021. "Is Establishing a New Partnership Useful Information for Investors in the Smartphone Supply Market?," Sustainability, MDPI, vol. 13(10), pages 1-10, May.
    6. Wang, Xingyuan & Liu, Yun & Wang, Shuyang & Chen, Haipeng (Allan), 2022. "Keep it vague? New product preannouncement, regulatory focus, and word-of-mouth," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    7. Lütkemeyer, Daniel & Heese, H. Sebastian & Wuttke, David A. & Gernert, Andreas K., 2022. "Pricing and market entry decisions in personalized medicine," International Journal of Production Economics, Elsevier, vol. 253(C).
    8. Chen, Yuting & Zhang, Rong & Liu, Bin, 2022. "New product financing decision: Crowdfunding, bank or supply chain?," International Journal of Production Economics, Elsevier, vol. 249(C).
    9. Li, Guo & Li, Xiaochuan & Zheng, Hong, 2023. "Discount preannouncement in the digital supply chain era," International Journal of Production Economics, Elsevier, vol. 258(C).
    10. Wu, Cheng-Han & Chen, Chieh-Wan & Hsieh, Chung-Chi, 2012. "Competitive pricing decisions in a two-echelon supply chain with horizontal and vertical competition," International Journal of Production Economics, Elsevier, vol. 135(1), pages 265-274.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ram Rao & Ozge Turut, 2019. "New Product Preannouncement: Phantom Products and the Osborne Effect," Management Science, INFORMS, vol. 65(8), pages 3776-3799, August.
    2. Ma, Li & Zhai, Xin & Zhong, Weiguo & Zhang, Zhi-Xue, 2019. "Deploying human capital for innovation: A study of multi-country manufacturing firms," International Journal of Production Economics, Elsevier, vol. 208(C), pages 241-253.
    3. Lemmens, A. & Croux, C. & Stremersch, S., 2012. "Dynamics in international market segmentation of new product growth," Other publications TiSEM 306086bd-670f-48d2-97d1-3, Tilburg University, School of Economics and Management.
    4. Lemmens, Aurélie & Croux, Christophe & Stremersch, Stefan, 2012. "Dynamics in the international market segmentation of new product growth," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 81-92.
    5. Liao, Shuling & Cheng, Colin C.J., 2014. "Brand equity and the exacerbating factors of product innovation failure evaluations: A communication effect perspective," Journal of Business Research, Elsevier, vol. 67(1), pages 2919-2925.
    6. Gunday, Gurhan & Ulusoy, Gunduz & Kilic, Kemal & Alpkan, Lutfihak, 2011. "Effects of innovation types on firm performance," International Journal of Production Economics, Elsevier, vol. 133(2), pages 662-676, October.
    7. Wenjie Tang & Tong Wang & Wenxin Xu, 2022. "Sooner or Later? The Role of Adoption Timing in New Technology Introduction," Production and Operations Management, Production and Operations Management Society, vol. 31(4), pages 1663-1678, April.
    8. Truong, Yann & Pinkse, Jonatan, 2019. "Opportunistic behaviors in green signaling: When do firms engage in symbolic green product preannouncement?," International Journal of Production Economics, Elsevier, vol. 218(C), pages 287-296.
    9. Xuemeng Zhao & Weilun Huang, 2024. "Global Geopolitical Changes and New/Renewable Energy Game," Energies, MDPI, vol. 17(16), pages 1-27, August.
    10. Berger, Allen N. & Hasan, Iftekhar & Zhou, Mingming, 2010. "The effects of focus versus diversification on bank performance: Evidence from Chinese banks," Journal of Banking & Finance, Elsevier, vol. 34(7), pages 1417-1435, July.
    11. Tohru Yoshioka-Kobayashi & Tomofumi Miyanoshita & Daisuke Kanama, 2020. "Revisiting incremental product innovations in the food-manufacturing industry: an empirical study on the effect of intellectual property rights," Journal of Economic Structures, Springer;Pan-Pacific Association of Input-Output Studies (PAPAIOS), vol. 9(1), pages 1-19, December.
    12. Beomjin Choi & T. S. Raghu & Ajay Vinzé & Kevin J. Dooley, 2019. "Effectiveness of standards consortia: Social network perspectives," Information Systems Frontiers, Springer, vol. 21(2), pages 405-416, April.
    13. Weaver, Robert D. & Moon, Yongma, 2010. "Private Labels: A Mechanism For Fulfilling Consumer Demand For Healthy Food?," 115th Joint EAAE/AAEA Seminar, September 15-17, 2010, Freising-Weihenstephan, Germany 116397, European Association of Agricultural Economists.
    14. Chakravorti Sujit, 2003. "Theory of Credit Card Networks: A Survey of the Literature," Review of Network Economics, De Gruyter, vol. 2(2), pages 1-19, June.
    15. Shijie Lu & Xin (Shane) Wang & Neil Bendle, 2020. "Does Piracy Create Online Word of Mouth? An Empirical Analysis in the Movie Industry," Management Science, INFORMS, vol. 66(5), pages 2140-2162, May.
    16. Liberali, Guilherme & Gruca, Thomas S. & Nique, Walter M., 2011. "The effects of sensitization and habituation in durable goods markets," European Journal of Operational Research, Elsevier, vol. 212(2), pages 398-410, July.
    17. Antonio Estache & Marco Manacorda & Tommaso M. Valletti, 2002. "Telecommunications Reform, Access Regulation, and Internet Adoption in Latin America," Economía Journal, The Latin American and Caribbean Economic Association - LACEA, vol. 0(Spring 20), pages 153-218, January.
    18. Lambertini, Luca, 1999. "Endogenous timing and the choice of quality in a vertically differentiated duopoly," Research in Economics, Elsevier, vol. 53(1), pages 101-109, March.
    19. Chakravarthi Narasimhan & Z. John Zhang, 2000. "Market Entry Strategy Under Firm Heterogeneity and Asymmetric Payoffs," Marketing Science, INFORMS, vol. 19(4), pages 313-327, November.
    20. Zhang, Yibin & Hafezi, Maryam & Zhao, Xuan & Shi, Victor, 2017. "Reprint of “The impact of development cost on product line design and its environmental performance”," International Journal of Production Economics, Elsevier, vol. 194(C), pages 126-134.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:proeco:v:129:y:2011:i:1:p:51-64. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/ijpe .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.