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The Impact of Consumer Replacement Decisions and Leapfrogging Behavior on the Timing of New Product Introductions


Schreiner, T; Heitmann, M; Stahl, F (2010). The Impact of Consumer Replacement Decisions and Leapfrogging Behavior on the Timing of New Product Introductions. In: 39th EMAC Conference, Copenhagen, 1 June 2010 - 4 June 2010.

Abstract

Firms managing products across multiple generations face the challenge of timing the introduction of new product generations. Early introductions capitalize on the current willingness-to-pay of existing customers, but may also lead to a phenomenon called leapfrogging, i.e. customers skipping a generation. In addition, early introductions cannibalize the existing product in the market and are associated with high product development costs.
Based on individual replacement decisions, we develop a model to investigate the drivers of the optimal product introduction time. Our model predicts that firms which are able to reduce the effect technological progress by providing product upgrades or price reductions
can significantly shift the optimal product introduction time.

Abstract

Firms managing products across multiple generations face the challenge of timing the introduction of new product generations. Early introductions capitalize on the current willingness-to-pay of existing customers, but may also lead to a phenomenon called leapfrogging, i.e. customers skipping a generation. In addition, early introductions cannibalize the existing product in the market and are associated with high product development costs.
Based on individual replacement decisions, we develop a model to investigate the drivers of the optimal product introduction time. Our model predicts that firms which are able to reduce the effect technological progress by providing product upgrades or price reductions
can significantly shift the optimal product introduction time.

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Additional indexing

Item Type:Conference or Workshop Item (Paper), refereed, original work
Communities & Collections:03 Faculty of Economics > Department of Business Administration
Dewey Decimal Classification:330 Economics
Language:English
Event End Date:4 June 2010
Deposited On:05 Jan 2011 17:52
Last Modified:07 Apr 2017 16:37
Free access at:Official URL. An embargo period may apply.
Official URL:http://www.emac2010.org/

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