Riding The Saddle : How Cross-Market Communications Can Create A Major Slump in Sales  

Oleh:

Goldenberg, Jacob ; Muller, Eltan ; Libai, Barak

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 66 no. 2 (2002), page 1-16.
Topik: market; saddler; cross - market communications; major slump; sales

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.3 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

Lihat Detail Induk

Isi artikel

Using data on a large number of innovative products in the consumer electronics industry, the authors find that between one - third and one - half of the sales cases involved the following pattern: an initial peak, then a trough of sufficient depth and duration to exclude random fluctuations, and eventually sales levels that exceeded the initial peak. This newly identified pattern, which the authors call a "saddle," is explained by the dual - market phenomenon that differentiates between early market adopters and main market adopters as two separate markets. If these two segments - the early market and the main market - adopt at different rates, and if this difference is pronounced, then the overall sales to the two markets will exhibit a temporary decline at the intermediate stage. The authors employ both empirical analysis and cellular automata, an individual - level, complex system modeling technique for generating and analyzing data, to investigate the conditions under which a saddle occurs. The model highlights the importance of cross-market communication in determining the existence of a saddle. At low levels of this parameter, more than 50 % of the cases of new product growth involved a saddle. This percentage gradually decreased as the parameter increased, and at values close to the within - market parameters, the proportion of saddle occurrences dropped below 5 %.

Opini Anda

Klik untuk menuliskan opini Anda tentang koleksi ini!

Kembali