Managing Product Introductions and Transitions
Managing Product Introductions and Transitions
复制标题
管理产品介绍和过渡
DOI：
10.1002/9780470400531.eorms0489
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发表时间：
2011
影响因子：
5
通讯作者：
F. Erhun
中科院分区：
文献类型：
--
作者：
Özlem Bilginer;F. Erhun
随着创新速度的加快，企业面临着产品线不断扩大、产品生命周期不断缩短、产品过渡更加频繁等问题，所有这些都能带来巨大的价值，但也带来了巨大的挑战。在这篇文章中，我们提供了一个简短的介绍和调查的产品介绍和过渡。我们讨论了成功推出产品必须考虑的供应和需求因素。产品推出的动力主要取决于需求是如何产生的。在解释需求产生的各种理论中，新产品扩散理论是最常用的理论之一。因此，我们也提供了一个简单的介绍新产品扩散模型。我们总结了潜在的研究方向。
保留字：
产品介绍;
产品转型;
产品展期策略;
扩散模型;
定价;
定时
As the rate of innovation increases, companies face expanding product lines, shorter product lifecycles, and more frequent product transitions, all of which can bring tremendous value but also pose enormous challenges. In this article, we provide a brief introduction to and survey of product introductions and transitions. We discuss supply and demand factors that must be considered for a successful product launch. Dynamics of a product launch depend primarily on how demand is generated. Of the various theories which explain demand generation, new product diffusion theory is among the most commonly used. Thus, we also provide a brief introduction to new product diffusion models. We conclude with potential research directions.
Keywords:
product introductions;
product transitions;
product rollover strategies;
diffusion models;
pricing;
timing