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New Product Announcement Signals and Incumbent Reactions

Thomas S. Robertson, Jehoshua Eliashberg and Talia Rymon
Journal of Marketing
Vol. 59, No. 3 (Jul., 1995), pp. 1-15
DOI: 10.2307/1252115
Stable URL: http://www.jstor.org/stable/1252115
Page Count: 15
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New Product Announcement Signals and Incumbent Reactions
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Abstract

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.

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