publication . Thesis

New product preannouncement : a model of situational factors, strategic behaviours, and effectiveness

Chen, Chien-Wei, 1964-;
Open Access English
  • Country: United Kingdom
New product preannouncement refers to a firm’s communication of new product-related messages to the market before launch. There is empirical evidence to show that new product preannouncement has become an essential part of prelaunch activities. The purpose of this research is to bridge a gap in our understanding of the nature of new product preannouncing behaviour. Specifically, the research aims to answer two related research questions: (1) What situational factors influence the firm’s adoption of different new product preannouncing behaviours? (2) How can the performance of various preannouncements be measured and linked to the antecedents?\ud \ud A comprehens...
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