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Pricing in the International Takeoff of New ProductsDeepa ChandrasekaranLehigh University - College of Business & Economics Joep ArtsVU University Amsterdam - Department of Information Systems, Marketing and Logistics Gerard J. TellisUniversity of Southern California - Marshall School of Business, Department of Marketing Ruud T. FrambachVU University Amsterdam September 9, 2012 Marshall School of Business Working Paper No. MKT 1-13 Abstract: 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 from 7 new consumer electronic products across each of 8 countries. The empirical analysis reveals that both relative price and price volatility significantly impact the hazard of takeoff. However, while the effect of relative price holds steady 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 the identification of the effect of price volatility and enables identification of takeoff more precisely than with annual data.
Number of Pages in PDF File: 54 Keywords: International Takeoff, Diffusion of Innovations, New Products, New Product Pricing, Level of Data Aggregation JEL Classification: M31 working papers seriesDate posted: November 10, 2012Suggested CitationContact Information
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