NEW PRODUCT PREANNOUNCEMENT AND VAPORWARE ANALYSIS
A new product preannouneement (NPPA) can gain important competitive advantages for the firm making the announcement. However, delay in delivering a preannounced product can create potential problems for cus tomers, channel members, competitors, strategic partners and even for the announcing firm. When the product is significantly delayed beyond the preannounced introduction date, the NPPA is generally held to have degen erated into a vaporware announcement (VA). Despite their importance from managerial and policy perspec tives, little is known about the factors that lead to a delay in delivering preannounced products and potentially cause an NPPA to degenerate into a VA. In this paper, we focus particularly on how firms can build a reputa tion for being honest. Using data collected from managers in the computer, motorcar, and telecommunications industries, this paper describe how four sets of factors together influence the delay between preannounced and actual introduction dates. The hypotheses are tested in an experimental setting via a set of studies using regres sion analysis. We also review the literature on the effects of product preannouncements on market competition. The implication of this research for managers and for future research is discussed. The findings are of direct in terest to both managers and policy planners.
NPPA Vaporware New products Competitive strategies
Lei Yang
School of Business Administration, South China University of Technology, Guangzhou, P. R. China
国际会议
The Ninth International Conference on Industrial Management(第九届工业管理国际会议 ICIM2008)
日本大阪
英文
191-198
2008-09-16（万方平台首次上网日期，不代表论文的发表时间）