Journal of Marketing Research (JMR)
Выпуск N3 за 1998 год
Seasonal marketing and timing new product introductions (Сезонный маркетинг и время выпуска новых продуктов) [статья]
Опубликовано на портале: 24-09-2003Sonja Radas Journal of Marketing Research (JMR). 1998. Vol. 35. No. 3. P. 296-315.
A study shows how to add known seasonal patterns to any dynamic model parsimoniously, and without changing the fundamental model assumptions, illustrates how the method provides strategic implications for timing new product introductions, and provides an empirical application. The study transforms time so that, during high seasons, time is moving faster than normal time. The study also changes the product's growth along its life cycle and suggests that timing introduction decisions are dependent on the shape of the product's life cycle.