연세대학교 경영연구소

Dae Ryun Chang, 박세범.  The effects of brand strategy and technological uncertainty on pioneering advantage in the multigenerational product market  JOURNAL OF PRODUCT INNOVATION MANAGEMENT  30  : 82~95

발표년도: 2013  |  분야: 마케팅/국제경영

This research investigates how brand strategy and technological uncertainty influence the order-of-entry effects for a previous generation pioneer in the successive generation. The findings of our longitudinal experiment reemphasize the importance of continuous pioneering, demonstrating that consumers exhibit a strong preference for a previous generation pioneer's product when it continues to pioneer the successive generation. More importantly, the findings indicate that continuous pioneering with a new brand leads to greater brand preferences when technological uncertainty is high. This is because in that condition, consumers perceive greater innovativeness with a new brand than with the extant one. On the other hand, an extant brand increases consumer brand preferences for a previous generation pioneer's product in the successive generation when technological uncertainty is low. The theoretical and practical implications of the results for understanding and managing pioneering advantage and brand strategy in the multigenerational product markets are discussed. ⓒ 2012 Product Development & Management Association.

목록

  이전글 Lee, Ho Young, 장금주,강민정,이홍섭.  국제회계기준 재무정보 비교가능성 제고 방안에 대한 연구  회계와 감사 연구

  다음글 Young Ryeol Park.  운곡 정인영 창업회장의 한국 경제발전 기여도  경영사학