Pricing in the International Takeoff of New Products

D. Chandrasekaran, J.W.C. Arts, G.J. Tellis, R.T. Frambach

Research output: Contribution to JournalArticleAcademicpeer-review


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.
Original languageEnglish
Pages (from-to)249-264
JournalInternational Journal of Research in Marketing
Issue number3
Publication statusPublished - 2013


Dive into the research topics of 'Pricing in the International Takeoff of New Products'. Together they form a unique fingerprint.

Cite this