Crowdvoting the Timing of New Product Introduction
46 Pages Posted: 27 Jan 2016
Date Written: January 27, 2016
Launching new products into the marketplace is a complex and risky endeavor that companies must continuously undertake. As a result, it is not uncommon to witness major rms discontinuing a product shortly after its introduction. In this paper, we consider a seller who has the ability to first test the market and gather demand information before deciding whether or not to launch a new product. In particular, we consider the case in which the seller sets up an online voting system that potential customers can use to provide feedback about their willingness to buy the new product. This voting system has the potential of offering a win-win situation whereby a consumer who votes hopes to influence the seller's final assortment, while at the same time these votes and their pace benefit the seller as they provide valuable information to better forecast demand. We investigate the optimal design of such a crowdvoting system and its implications on the seller's commercialization strategy.
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