New Product Announcements as Market Signals. A Content Analysis in the Dram Chip Industry

35 Pages Posted: 28 Feb 2008

See all articles by Wybe T. Popma

Wybe T. Popma

affiliation not provided to SSRN

Eric Waarts

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM); Erasmus Research Institute of Management (ERIM)

Berend Wierenga

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM); Erasmus Research Institute of Management (ERIM)

Date Written: July 2003 5,

Abstract

New-product announcements (NPAs) have considerable effects on competitors in industrial markets. Several studies have shown that the perceived threat caused by an NPA may trigger severe competitive reactions. Yet it is still unclear how the perception of threat by competitors is related to the specific content of the announcement. In this study we explore the actual content of NPAs observed in a particular market. We do this through a multi-year content analysis of new-product announcements in the DRAM memory chip industry. We analyze patterns in the occurrence of attributes and demonstrate how firm strategy affects NPA content. Findings from this study provide important insights for managers about the design of NPAs. It also triggers further research on the use of NPAs in competitive industrial markets.

Keywords: competition, innovation, new product announcement, market signals, semiconductors

JEL Classification: M

Suggested Citation

Popma, Wybe T. and Waarts, Eric and Wierenga, Berend, New Product Announcements as Market Signals. A Content Analysis in the Dram Chip Industry (July 2003 5,). ERIM Report Series Reference No. ERS-2003-025-MKT. Available at SSRN: https://ssrn.com/abstract=1098555

Wybe T. Popma

affiliation not provided to SSRN

No Address Available

Eric Waarts

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM) ( email )

P.O. Box 1738
Room T08-21
3000 DR Rotterdam, 3000 DR
Netherlands

Erasmus Research Institute of Management (ERIM)

P.O. Box 1738
3000 DR Rotterdam
Netherlands

Berend Wierenga

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM) ( email )

P.O. Box 1738
Room T08-21
3000 DR Rotterdam, 3000 DR
Netherlands

Erasmus Research Institute of Management (ERIM)

P.O. Box 1738
3000 DR Rotterdam
Netherlands

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