NDLI: New product launch strategy for network effects products

Content Provider	Springer Nature Link
Author	Lee, Yikuan O'Conr, Gina Colarelli
Copyright Year	2003
Abstract	In recent years, there has been a growing interest in the link between launch strategy decisions and new product performance. Much of that research focuses on investigating successful launch strategies for innovative, high-tech-nology products. With the rapid growth of information technology as one high-technology sector, in certain industries,network effects occur, which change the competitive game. The existing literature offers little decisionmaking guidance to managers on how to successfully introduce a product that exhibits network effects. The authors discuss the influence of network effects on the dynamics of market competition and on consumers' consumption behaviors. They argue that, because of these changes, the priority of particular performance objectives and the impact of specific launch strategies differ for products that exhibit network effects from what current wisdom and empirical results prescribe. These ideas are formalized in a conceptual framework and a series of research propositions.
Starting Page	241
Ending Page	255
Page Count	15
File Format	PDF
ISSN	00920703
Journal	Journal of the Academy of Marketing Science
Volume Number	31
Issue Number	3
e-ISSN	15527824
Language	English
Publisher	Springer-Verlag
Publisher Date	2003-01-01
Publisher Institution	Academy of Marketing Science
Publisher Place	New York
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	network effects product launch strategy information technology high-tech products Business/Management Science Marketing Social Sciences
Content Type	Text
Resource Type	Article
Subject	Business and International Management Economics and Econometrics Marketing

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4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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