New Product Launch Strategy for Network Effects Products

In recent years, there has been a growing interest in the link between launch strategy decisions and new product performance. Much of that research focuses on investigating successful launch strategies or innovative, high-technology products. With the rapid growth of information technology as one hi...

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Bibliographic Details
Published inJournal of the Academy of Marketing Science Vol. 31; no. 3; pp. 241 - 255
Main Authors Lee, Yikuan, O'Connor, Gina Colarelli
Format Journal Article
LanguageEnglish
Published New York Springer Nature B.V 01.06.2003
Subjects
Competition
Consumption
Customer feedback
Decision making
High tech industries
Information technology
Market penetration
Market strategy
Marketing
Operating systems
Product development
Product introduction
Product life cycle
Purchase intention
Software
Software industry
Studies
Success
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Summary:In recent years, there has been a growing interest in the link between launch strategy decisions and new product performance. Much of that research focuses on investigating successful launch strategies or innovative, high-technology products. With the rapid growth of information technology as one high-technology sector, in certain industries, network effects occur, which change the competitive game. The existing literature offers little decision-making guidance to managers on how to successfully introduce a product that exhibits network effects on the dynamics of market competition and on consumers' consumption behaviors. They argue that, because of these changes, the priority of particular performance objectives and the impact of specific launch strategies differ for products that exhibit network effects from what current wisdom and empirical results prescribe. These ideas are formalized in a conceptual framework and a series of research propositions. [PUBLICATION ABSTRACT]
ISSN:0092-0703
1552-7824
DOI:10.1177/0092070303031003003