Product development capability and marketing strategy for new durable products

Research, Preprint English OPEN
Banerjee, Sumitro; Soberman, David A.;
(2013)
  • Publisher: European School of Management and Technology (ESMT) Berlin
  • Subject: marketing strategy | product development | signaling game | product development, marketing strategy, durable goods, quality, signaling game | durable goods | quality
    • ddc: ddc:650

Our objective is to understand how a firm’s product development capability (PDC) affects the launch strategy for a durable product that is sequentially improved over time in a market where consumers have heterogeneous valuations for quality. We show that the launch stra... View more
  • References (29)
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