A Typology of Market Windows and Antecedents of Firm Readiness in the Launching of Multiple Generations of New Products

Scott G Dacko,Olivier Furrer,Ben Shawching Liu,D Sudharshan

Developments in Marketing Science Proceedings of the Academy of Marketing ScienceProceedings of the 2002 Academy of Marketing Science (AMS) Annual Conference（2015）

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摘要

This paper develops a typology for market windows with the objective of providing insights on the proper timing of new product launches across multiple generations. The typology is based on the concepts of rhythms for a market's receptivity for new products as well as a firm's new product launch readiness.

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关键词

Product Development, Product Market, Product Launch, Strategic Intent, Product Development Activity

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