Abstract
Preannouncements of new product introductions is a prevalent practice in high-technology industries. The timing of preannouncements is a central construct and may vary from a few days to 2 years. An empirical analysis based on a telephone survey of 217 senior marketing managers in computer hardware and software manufacturing firms showed that the timing of preannouncements is contingent on factors that are product related (purchase cycle length, learning requirements, and switching costs), design related (forecast horizon), and industry related (perceived competitive elasticity). The length of preannouncement is important and can significantly influence the chances of a successful product launch.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
