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Viewing New Product Development Through The Real Options Lens: An Empirical Investigation Of The Market Reaction And The Role Of Contextual Factors, Vivek Shankar Natarajan
Viewing New Product Development Through The Real Options Lens: An Empirical Investigation Of The Market Reaction And The Role Of Contextual Factors, Vivek Shankar Natarajan
Marketing Dissertations
New product development is an important strategic decision for marketing managers. This study examined new product development related decisions by employing a real options framework. Specifically, new product development decisions are viewed as either an options creation or options exercise process. It evaluated the various types of new product decisions- development of new products, launching of new products, delaying launch of new products and exiting the market by using a real options lens. In doing so, the study sought to answer two research questions: 1. How does the market react to creation and exercise of real option? 2. How do …
The Value Of Customer Co-Production In Developing New Products, Samar Mohammad Baqer
The Value Of Customer Co-Production In Developing New Products, Samar Mohammad Baqer
Marketing Dissertations
The concept of customer co-production has been mentioned in the marketing literature on several occasions. The lack of a clear definition and the poor operationalization in previous literature stimulated the interest to investigate it as a growing marketing concept. This dissertation investigated the perceived value of co-production in developing new products and found that it has an influence on customers' symbolic and functional reasons for purchase. In addition, the moderating effects of business communications and customers being classified classification as early adopters of innovation were found to be significant.
Part-List Cuing Effects In Advertising: When Exposure To Some Advertisements Impairs Recall Of Same-Valenced Ads, Hieu Phuc Nguyen
Part-List Cuing Effects In Advertising: When Exposure To Some Advertisements Impairs Recall Of Same-Valenced Ads, Hieu Phuc Nguyen
Marketing Dissertations
This study represents the first empirical examination of the inhibitory effect of part-list cuing in emotional print advertisements. It was hypothesized that exposure to a subset of print advertisements as cues impairs recall of the uncued ads. Additionally, exposure to positive cues would only inhibit memory for positive uncued ads, and exposure to negative ads as cues would only impair memory for negative uncued ads. Exposure to neutral ads was expected to inhibit memory for positive, negative, and neutral uncued ads. The effects of emotional versus neutral ads were also tested in both an uncued recall task and a cued …
Incorporating An Affective Component To A Cognitive Model Of Brand Switching Barriers, Michael Thomas Richarme
Incorporating An Affective Component To A Cognitive Model Of Brand Switching Barriers, Michael Thomas Richarme
Marketing Dissertations
Customer retention is an important goal of business. It has been shown in a general model of brand switching that consumers utilize internal assessments of satisfaction and brand switching barriers to reach brand selection decisions. Satisfaction is a complex construct, and has been studied extensively for the past several decades. However, this construct only accounts for approximately a quarter of explained variance in the customer retention construct. Brand switching barriers have not been studied extensively, though they have recently been shown to account for up to 30 percent of variance in the same dependent construct. Thus, a better understanding of …