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New Product Announcements as Market Signals. A content analysis in the DRAM chip industry

Author

Listed:
  • Popma, W.T.
  • Waarts, E.
  • Wierenga, B.

Abstract

New-product announcements (NPAs) have considerable effects on competitors in industrial markets. Several studies have shown that the perceived threat caused by an NPA may trigger severe competitive reactions. Yet it is still unclear how the perception of threat by competitors is related to the specific content of the announcement. In this study we explore the actual content of NPAs observed in a particular market. We do this through a multi-year content analysis of new-product announcements in the DRAM memory chip industry. We analyze patterns in the occurrence of attributes and demonstrate how firm strategy affects NPA content. Findings from this study provide important insights for managers about the design of NPAs. It also triggers further research on the use of NPAs in competitive industrial markets.

Suggested Citation

  • Popma, W.T. & Waarts, E. & Wierenga, B., 2003. "New Product Announcements as Market Signals. A content analysis in the DRAM chip industry," ERIM Report Series Research in Management ERS-2003-025-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    • Handle: RePEc:ems:eureri:328
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    References listed on IDEAS

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    1. Greenleaf, Eric A & Lehmann, Donald R, 1995. "Reasons for Substantial Delay in Consumer Decision Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(2), pages 186-199, September.
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    Cited by:

    1. Hauke Simon & Jens Leker, 2016. "Using Startup Communication For Opportunity Recognition — An Approach To Identify Future Product Trends," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 20(08), pages 1-22, December.

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    More about this item

    Keywords

    competition; innovation; market signals; new product announcement; semiconductors;
    All these keywords.

    JEL classification:

    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics

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