The effect of new product features on brand choice Stephen M. Nowlis and Itamar Simonson, Journal of Marketing Research (February 1996), pp. 36?46

1996 ◽  
Vol 13 (6) ◽  
pp. 554-555
Keyword(s):  
Marketing Research ◽  
Brand Choice ◽  
New Product ◽  
Product Features

The Effect of New Product Features on Brand Choice

1996 ◽  
Vol 33 (1) ◽  
pp. 36 ◽  
Author(s):  
Stephen M. Nowlis ◽  
Itamar Simonson
Keyword(s):  
Brand Choice ◽  
New Product ◽  
Product Features

The Effect of New Product Features on Brand Choice

1996 ◽  
Vol 33 (1) ◽  
pp. 36-46 ◽  
Author(s):  
Stephen M. Nowlis ◽  
Itamar Simonson
Keyword(s):  
Brand Choice ◽  
New Product ◽  
High Quality ◽  
Product Features ◽  
New Feature ◽  
And Performance ◽  
The Impact ◽  
Performance Uncertainty ◽  
Practical Implications ◽  
Diminishing Sensitivity

Companies often introduce new product features to differentiate their brands and gain a competitive advantage. The authors investigate factors that moderate the impact of a new feature on brand choice. Building on two principles, multiattribute diminishing sensitivity and performance uncertainty, they propose that the characteristics of the products to which new features are added are important determinants of the impact of these features on sales and market share. Specifically, in six studies, they show that a new feature adds greater value and increases the choice share of a brand more when the brand (1) has relatively inferior existing features, (2) is associated with lower (perceived) quality, (3) has a higher price, and (4) is both high-priced and high-quality. The results also suggest that the addition of a new feature reduces buyers’ price sensitivity for low-quality, but not for high-quality, brands and that multiattribute diminishing sensitivity is a more important moderator of the effect of new features than performance uncertainty. The authors discuss the theoretical and practical implications of the findings.

The marketing research curriculum: Closing the practitioner–academic gaps

2019 ◽  
Vol 61 (5) ◽  
pp. 492-501
Author(s):  
Marco Vriens ◽  
Stephen Brokaw ◽  
Douwe Rademaker ◽  
Rogier Verhulst
Keyword(s):  
New Product Development ◽  
Marketing Research ◽  
New Product ◽  
Research Problem ◽  
Development Research ◽  
Research Curriculum ◽  
Return On Marketing ◽  
Research Investments ◽  
Us University ◽  
Analyze Data

As an industry, marketing research has enjoyed decades of systemic growth. Unfortunately, dissatisfaction with the return on marketing research investments has also been consistently voiced. Part of this complaint may be due to the inadequate way marketing research is being taught. In this article, we review what practitioner–academic gaps have been found in the literature and also present the results of a survey among alumni of a US university. We identify several key gaps including (1) understanding of business issues, (2) ability to define a marketing research problem, (3) ability to design marketing research, (4) ability to analyze data, (5) ability to interpret the results, (6) ability to translate results into actions, (7) ability to effectively interact with clients, and (8) expertise on specific research studies such as customer satisfaction research, branding, and new product development research.

An original design approach for stimulating the ideation of new product features

2016 ◽  
Vol 75 ◽  
pp. 80-100 ◽  
Author(s):  
Daniele Bacciotti ◽  
Yuri Borgianni ◽  
Federico Rotini
Keyword(s):  
New Product ◽  
Design Approach ◽  
Original Design ◽  
Product Features

Launching new product features: a multiple case examination

2001 ◽  
Vol 18 (1) ◽  
pp. 3-14 ◽  
Author(s):  
Jurg M. Tholkea ◽  
Erik Jan Hultinkaa* ◽  
Henry S. J. Robbenbb
Keyword(s):  
New Product ◽  
Product Features ◽  
Multiple Case

scholarly journals The Role of Marketing Research for Entrepreneurship

2007 ◽  
Vol 6 (2) ◽  
pp. 25-37
Author(s):  
Jyotirmoy Ghosh ◽  
G Anjaneyaswamy
Keyword(s):  
Life Cycle ◽  
Market Research ◽  
Planning Process ◽  
Marketing Research ◽  
New Product ◽  
Entrepreneurial Marketing ◽  
Actual Experience ◽  
Marketing Decision ◽  
Start Up

Marketing research is defined as "the systematic and objective process of gathering, recording, and analyzing data for aid in making marketing decision." The essence of marketing research is to provide information used in decision making, and for the entrepreneur; there are fundamental differences between market information needed prior to start up and after a firm is established. Prior to opening for business, the entrepreneur wants to know whether a market exist for a new product or service, who is likely to be a primary customer, how to position the enterprise in a market, and how the product or service will be priced, promoted and distributed. Addressing these issues become part of the pre start up planning process. Once a firm has become established, much of this information is authenticated through actual experience, and market research expands to include a continuous competitive analysis.An effort has been made to demonstrate the above mentioned characteristics of marketing research undertaken by the entrepreneurs. The first half of the article portrays an effective framework of the methodology for marketing research. Entrepreneurial marketing research differs from its normal counterpart. These exclusive features are expressed and discussed in details. In the second part of the article, an effort has been made to narrate the nature of marketing research that can be ideally applied to all the different stages of successful venture life cycle. The functioning of all the different stage of the life cycle are discussed with the corresponding marketing research techniques that can be ideally applied, being expressed.

Cerenity Sanitizer: Marketing Research for New Product Launch (B)

2014 ◽  
pp. 1-21
Author(s):  
Anand Kumar Jaiswal ◽  
Sachin Kumar Singh ◽  
A Manu
Keyword(s):  
Quantitative Research ◽  
Research Team ◽  
Research Study ◽  
Marketing Research ◽  
New Product ◽  
Product Launch ◽  
Quantitative Research Methods ◽  
Toilet Seat ◽  
Quantitative Marketing ◽  
New Product Launch

The case deals with marketing research study undertaken to introduce a new product in the market. The company was planning to introduce Cerenity, a toilet seat sanitizer for women who frequently use shared restrooms. The case discusses the conclusive study undertaken involving quantitative marketing research. The research team carried out quantitative survey and collected the data. It applied various quantitative research methods such as factor analysis, multiple regression, cluster analysis and conjoint analysis for analysis the collected and drawing managerial inferences.

Unequal Cell Sizes in Marketing Experiments: Use of the General Linear Hypothesis

1975 ◽  
Vol 12 (3) ◽  
pp. 333-342 ◽  
Author(s):  
William D. Perreault ◽  
William R. Darden
Keyword(s):  
Marketing Research ◽  
New Product ◽  
General Linear ◽  
Factorial Designs ◽  
Linear Hypothesis ◽  
General Linear Hypothesis ◽  
Marketing Data

The analysis of marketing data is frequently complicated by factorial designs with unequal cell sizes. This article discusses the marketing research advantages and problems of the General Linear Hypothesis approach to such analysis and illustrates the General Linear Hypothesis in the context of a new product experiment.

Towards Consistent Value Orientation in Release Planning

2019 ◽  
Author(s):  
Tarık Şahin ◽  
David Inkermann ◽  
Thomas Vietor
Keyword(s):  
Systems Engineering ◽  
Paradigm Shift ◽  
New Product ◽  
Fast Response ◽  
Value Orientation ◽  
Release Planning ◽  
Product Features ◽  
Current State ◽  
Value Contribution ◽  
The Impact

Abstract Product development is experiencing a paradigm shift under the impact of highly segmented and rapidly evolving markets. The intention to offer successful products in such turbulent conditions forces companies to provide value comprehensively but rapidly. These attempts conceal a high risk of rising product complexities and development efforts. For this reason, the aim of design should be to maintain or improve value contribution according to customer and market demands with fast response time while reducing internal product disruption and development efforts. A proactive planning of continuous value contribution by introducing new product features, while considering the complexity of product structures and corresponding development efforts, is established in the field of release planning. Here, systematic ways are proposed to support the identification and timing of product features to provide value for customers and markets as well as the consideration and planning of according efforts for their realization. However, the literature highlights a need for more consistent value orientation in release planning. For this reason, this contribution aims to present an outline and further steps for consistent value orientation in release planning in the context of systems engineering. Accordingly, this contribution first discusses the significance of consistent value orientation during release planning activities. On this basis, requirements for consistent value orientation in release planning are presented and the respective current state of existing concepts are discussed. Ultimately, a framework towards consistent value orientation in release planning is presented with a concluding outlook for further research.

An Experiment in Brand Choice

1976 ◽  
Vol 13 (2) ◽  
pp. 152-160 ◽  
Author(s):  
P. Charlton ◽  
A. S. C. Ehrenberg
Keyword(s):  
Ad Hoc ◽  
Real Life ◽  
Brand Choice ◽  
New Product ◽  
Buyer Behavior ◽  
Brand Differentiation ◽  
Price Differentials

The experiment shows how effects of marketing action on the consumer can be investigated by use of small ad hoc consumer panels and door-to-door selling. The effects of price differentials, a promotion, advertising, an out-of-stock condition, the introduction of a new product, and certain weak forms of brand differentiation are examined. The experiment also confirms earlier findings that buyer behavior under semi-artificial conditions resembles that in real life.

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