政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/63562

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题名:	Signaling new product introduction delays: Determinants of clarity of delay-duration announcements
作者:	郭建志 Ku, Hsuan-Hsuan;Huang, Chiu-Chen;Kuo, Chien-Chih
贡献者:	心理系
关键词:	Delayed launch;Marketing communications;Delay duration;Signal clarity
日期:	2011.07
上传时间:	2014-01-24 15:50:57 (UTC+8)
摘要:	To benefit from being first into the market, many firms deliberately release information about a new product well ahead of its actual introduction, but often subsequently fail to meet the pre-announced due date. The primary aim of the study reported here was to expand understanding of the determinants of the clarity of announcements concerning delays to new-product introductions, specifically by examining the antecedents of a firm`s propensity to issue clear signals regarding the likely date of eventual availability. Empirical analysis of data collected by questionnaire from 113 manufacturers in the telecommunications, consumer electronics, and computer hardware and software sectors in Taiwan found that signal clarity can be explained by factors that are sender-specific (competitive equity building), product-related (prevalence of launch delays, expected duration of delay, and degree of control over delay), and receiver-related (competitive elasticity). A structural model is proposed, to serve as a framework for management decision-making.
關聯:	Industrial Marketing Management, 40(5),754-762
資料來源:	http://dx.doi.org/10.1016/j.indmarman.2010.11.002
数据类型:	article
显示于类别:	[心理學系] 期刊論文

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