You are not currently logged in.
Access JSTOR through your library or other institution:
If You Use a Screen ReaderThis content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
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
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1252115
Page Count: 15
You can always find the topics here!Topics: Signals, Patents, Marketing, Marketing mixes, Incumbents, Human aggression, Financial management, Industrial products, Product management, Business structures
Were these topics helpful?See something inaccurate? Let us know!
Select the topics that are inaccurate.
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Preview not available
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.
Journal of Marketing © 1995 American Marketing Association