新產品延期上市與競爭者反應強度關係之研究__臺灣人文及社會科學引文索引資料庫

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題名：	新產品延期上市與競爭者反應強度關係之研究
書刊名：	臺大管理論叢
作者：	顧萱萱／方儷諭
作者(外文)：	Ku, Hsuan-hsuan／Fang, Li-yu
出版日期：	2013
卷期：	24:1
頁次：	頁257-283
主題關鍵詞：	新產品延期上市；行銷溝通；反應強度；New product introduction delays；Marketing communications；Reaction magnitude
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:0 共同引用:0 點閱:17

為爭取市場先機，廠商常於新產品實際上市之前，即發佈預告訊息。然受制於各種內外在因素，新產品恐出現延期情形。面對其他廠商新產品延期上市，競爭者反應強度可能影響延期廠商遭致的負面效應。據此，本研究探討競爭者如何基於發訊者因素、延期產品因素與自身特徵決定反應強度。實證分析對象主要為180 家台灣地區電子業製造商，研究結果顯示發訊者市場支配性、發訊信譽、攻擊集中度、預計延期時間長短、延期理由、競爭者市場支配性、產品創新能力與產能可利用率是決定競爭反應強度的主要原因。

以文找文

For benefiting from the advantages of being the first in the market, many companiesdeliberately release information about a product well in advance of the product actualintroduction. However, very often we see how companies fail to deliver their new productson the promised introduction due dates. The negative consequences that a firm, which isdelaying a new product introduction, suffers may depend in part on the magnitude ofcompetitors’ responses. On this ground, our interest lies in examining the determinants ofmagnitude of a firm’s reaction to a new product introduction delay. An empirical analysisbased on 180 manufacturers of electronics industries in Taiwan showed that reactionmagnitude can be jointly explained by factors that are sender related (market dominance andsignaling reputation), product related (centrality of attack, expected duration of delay, andcontrollability of the delay), and receiver related (market dominance, product innovationability, and capacity utilization).

以文找文

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