New Product Announcement Signals and Incumbent Reactions
Keyword(s):
The authors focus on NPA signals, which they define as new product announcements in advance of market introduction. They develop a set of hypotheses regarding incumbent reactions to NPA signals and test them in a field study among managers in the United States and the United Kingdom. The authors’ findings provide a characterization of the factors affecting the likelihood of competitive response to NPA signals and suggest a set of managerial implications.
Keyword(s):
2002 ◽
Vol 26
(3)
◽
pp. 21-40
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2012 ◽
Vol 12
(1)
◽
pp. 72-82
◽
1998 ◽
Vol 7
(4)
◽
pp. 311-314
◽
2011 ◽
Keyword(s):
Keyword(s):