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New Product Preannouncing Behavior: A Market Signaling Study
Jehoshua Eliashberg and Thomas S. Robertson
Journal of Marketing Research
Vol. 25, No. 3 (Aug., 1988), pp. 282-292
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3172530
Page Count: 11
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The authors describe an exploratory study of the preannouncement of new products in advance of market introduction. The basic premise taken is that preannouncement is a marketing manifestation of signaling. The focus is on identifying conditions that are likely to induce firms to preannounce new product introductions. A survey of managers explores the incidence and rationale for preannouncement. Results suggest that constructs such as market dominance, company size, attractiveness of the competitive environment, and customer switching costs can provide good explanations for preannouncing behavior.
Journal of Marketing Research © 1988 American Marketing Association