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Deregulation Of Professional Accounting Services In The United Kingdom: Understanding The Effects Of Price Competition Read chapter Read first chapter

2015 | OriginalPaper | Chapter

A Typology of Market Windows and Antecedents of Firm Readiness in the Launching of Multiple Generations of New Products

Authors : Scott G. Dacko, Olivier Furrer, Ben Shaw-Ching Liu, D. Sudharshan

Published in: Proceedings of the 2002 Academy of Marketing Science (AMS) Annual Conference

Publisher: Springer International Publishing

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This paper develops a typology for market windows with the objective of providing insights on the proper timing of new product launches across multiple generations. The typology is based on the concepts of rhythms for a market's receptivity for new products as well as a firm's new product launch readiness.

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Metadata
Title
A Typology of Market Windows and Antecedents of Firm Readiness in the Launching of Multiple Generations of New Products
Authors
Scott G. Dacko
Olivier Furrer
Ben Shaw-Ching Liu
D. Sudharshan
Copyright Year
2015
Book
Proceedings of the 2002 Academy of Marketing Science (AMS) Annual Conference

Print ISBN: 978-3-319-11881-9

Electronic ISBN: 978-3-319-11882-6

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-319-11882-6_24