Abstract
| Original language | English |
|---|---|
| Pages (from-to) | 249-264 |
| Journal | International Journal of Research in Marketing |
| Volume | 30 |
| Issue number | 3 |
| DOIs | |
| Publication status | Published - 2013 |
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Pricing in the International Takeoff of New Products. / Chandrasekaran, D.; Arts, J.W.C.; Tellis, G.J.; Frambach, R.T.
In: International Journal of Research in Marketing, Vol. 30, No. 3, 2013, p. 249-264.Research output: Contribution to Journal › Article › Academic › peer-review
TY - JOUR
T1 - Pricing in the International Takeoff of New Products
AU - Chandrasekaran, D.
AU - Arts, J.W.C.
AU - Tellis, G.J.
AU - Frambach, R.T.
PY - 2013
Y1 - 2013
N2 - This study focuses on the effect of two dimensions of price (relative price and price volatility) on the international takeoff of new products. The study examines these drivers of takeoff using a novel data set of bimonthly observations of 7 new consumer electronic products in 8 countries. The empirical analysis reveals that both relative price and price volatility significantly impact the hazard of takeoff. However, although the effect of relative price is stable across contexts, the effects of price volatility are moderated by wealth, culture, and contagion. The use of temporally disaggregate data at the bimonthly level allows for the identification of the effect of price volatility and enables a more precise identification of takeoff than that achievable with annual data. © 2013 Elsevier B.V.
AB - This study focuses on the effect of two dimensions of price (relative price and price volatility) on the international takeoff of new products. The study examines these drivers of takeoff using a novel data set of bimonthly observations of 7 new consumer electronic products in 8 countries. The empirical analysis reveals that both relative price and price volatility significantly impact the hazard of takeoff. However, although the effect of relative price is stable across contexts, the effects of price volatility are moderated by wealth, culture, and contagion. The use of temporally disaggregate data at the bimonthly level allows for the identification of the effect of price volatility and enables a more precise identification of takeoff than that achievable with annual data. © 2013 Elsevier B.V.
U2 - 10.1016/j.ijresmar.2012.09.008
DO - 10.1016/j.ijresmar.2012.09.008
M3 - Article
VL - 30
SP - 249
EP - 264
JO - International Journal of Research in Marketing
JF - International Journal of Research in Marketing
SN - 0167-8116
IS - 3
ER -