The Survival of New Products

We study the survival of new products in a market with horizontal product differentiation and rapid product turnover. Our data set consists of monthly sales for all new products in the Swedish beer market during 1989–1995. Results show that products with low and decreasing market shares have high hazard rates. The hazard rates are also dependent on firm characteristics; products from firms with the largest market shares face a greater risk of being withdrawn. We argue that high hazard rates of new products can help to explain high failure rates of new firms.     

Assessing the compliance of a product with an eco-label: From standards to constraints

The new awareness of the consumers regarding environmental issues should allow companies to gain a competitive advantage by obtaining eco-labels which certify the low impact of a product on the environment. Getting such label requires to analyze a product according to rules expressed in natural language which may be difficult to interpret but also to apply when the product is complex. In order to address this problem, we suggest a method aiming at providing support to the user when checking the compliance of a product with an eco-label. The method is applied on an illustrative example of the literature.     

Nudging and corporate environmental responsibility: A natural field experiment

We devise a “nudging” natural field experiment to test the impact of a simple form of advertising on environmentally responsible products with/without the increase of the responsible product price. We find that the simple use of a small shelf poster explaining the importance of buying a green product (with/without a concurring price increase) generates significant changes in market shares for some of the product classes for both food and non-food products. Part of the effect is generated by the reduced price elasticity of consumers to the poster-plus-price-increase treatment.     

Private Labels,National Brands and Food Prices

We study the relationships between national brand prices and the development of private labels, using home-scanned data from a consumer survey reporting purchases for 218 food products. When the impact of private label development is significant (116 cases out of 218), we observe a positive correlation (89%) between brand price and purchases of private labels. When controlling for changes in product quality, we still find a positive relation between private label development and national brand prices. Thus, the change in the national brand product characteristics only partly explains the increase in the national brand prices. Furthermore, the price reactions of national brands differ according to the type of private labels they face. Finally, we demonstrate that the development of private labels has less effect on the prices of second-tier brands than on the prices of the leading brand.      

An Empirical Study of the Effect of Brand Proliferation on Private Label – National Brand Pricing Behavior

This paper investigates the competitive pricing interaction between national brand and private label food products, focusing on the effect of brand proliferation. IRI scanner data from 1991 and 1992 for 135 food product categories and 59 geographic markets are used. Empirical findings are grouped into three categories: i) price, promotion and competitive effects, ii) brand proliferation and entry deterrence, and iii) local market effects. Results indicate that both private label and national brand reaction functions are positively sloped and asymmetric. Successful private label penetration, as measured by total private label share, lowers the average price of national brands. The paper's central finding is that the impact of brand proliferation on market pricing behavior is multi-dimensional. First, an increase in the number of brands increases the ability of national brand manufacturers to raise price. Second, the effectiveness of a brand proliferation strategy depends upon the distribution of market share. The more concentrated the brand structure, the lower the market price of national brands. Thus, the net effect of brand proliferation strategies is dependent upon not only the number of brands, but upon the actual distribution of brand shares. Finally, local market conditions play only a small role in the competitive interaction between private labels and national brands.     

Understanding pastoralists’ dynamic insurance uptake decisions: Evidence from four-year panel data in Ethiopia

Despite the demonstrated benefits of index insurance, its adoption rate remains low in many developing countries. While a growing literature explores the factors associated with insurance uptake, we still know little about its dynamic patterns. Using a unique data set covering four years and six semi-annual sales periods of an index-based livestock insurance (IBLI) product in southern Ethiopia, we examine the dynamics of pastoralists’ demand for IBLI. We find that reduced insurance premiums induce households to purchase IBLI. While a one-shot subsidy can create a price reference point that may reduce the subsequent uptake, we do not find such price-anchoring effects. We also find that overall uptake decision is positively correlated intertemporally, although there is no strong evidence for learning by doing or learning from others. Finally, we show that pastoralists are more likely to purchase IBLI when drought risk is high, consistent with the existence of spatiotemporal adverse selection. We discuss the potential of distributing discount coupons to trigger initial uptake and adjusting premium rates dynamically to avoid spatiotemporal adverse selection as effective policy tools toward sustainable livestock insurance. Overall, our study signifies the importance of an empirical analysis that considers the dynamic demand structure.     

Product Hierarchy and Brand Strategy Influences on the Order of Entry Effect for Consumer Packaged Goods

Manufacturers focus on becoming more agile, software firms deploy rapid application development tools—everyone is in a hurry. Although we all understand the benefits of being first to market, we understand just as clearly that not all first-to-market products enjoy the same, sustainable benefits from being market pioneers. Why do some pioneering products experience a more significant order-of-entry effect than others? Roger A. Kerin, Gurumurthy Kalyanaram, and Daniel J. Howard examine two factors–product hierarchy and brand strategy—which may influence the magnitude of this effect for new consumer packaged goods. First, they hypothesize that pioneering a new product class offers a greater advantage than introducing a new form to an existing product class. Second, they predict that the order-of-entry effect will be greater for brand extensions than for entirely new brands. Finally, considering both product hierarchy and brand strategy, they expect that the order-of-entry advantage for brand extensions over new brands will be significantly greater within new product classes than for new forms of existing products. These hypotheses are tested using data from the Information Resources, Inc. Behaviorscan° data set. Collected from 2,500 household panel members, 75 supermarkets, and 25 drugstores, this database contains weekly measures of brand trial penetration as well as brand distribution, price, and promotion information in eight geographic markets from the period 1983–1988. The models developed in this study explore the relationships among brand trial penetration, product hierarchy, brand strategy, order of entry, lag time between successive brand entrants, and marketing mix variables (i.e., price, promotion, distribution, and advertising). The study strongly supports all three hypotheses. In particular, the analysis clearly demonstrates that the order-of-entry effect is greatest for a new product class pioneered by a brand extension. Order of entry has the least effect on a new product form pioneered by an entirely new brand. For a company seeking a competitive advantage from being first to market, innovation in product function offers greater potential benefit than innovation in product form. Such a company can also benefit from building on the name and reputation of its established brands. Although the study finds these order-of-entry effects significant, the effects of marketing mix variables such as product price and promotion are consistently stronger.     

The effect of online shopping channels on brand choice,product exploration and price elasticities

This paper analyzes the effect of an online shopping channel on private label purchases, product exploration and price elasticities. Variation in the timing that an online shopping service was introduced is utilized as a source of exogenous variation in the decision to shop online. Event study estimates indicate a 0.3 to 1.0 (1.0 to 2.0) percent increase (reduction) in the proportion of private label (new) products purchased after the introduction of the online shopping service. Price elasticities are then estimated utilizing an Exact Affine Stone Index (EASI) demand model. Comparisons of in-store and multichannel price elasticities indicate that households are, on average, less price sensitive when shopping across both the in-store and online channels. Own-price (cross-price) elasticities are 1.07 (5.56) times larger in-store than they are in a multichannel setting. These findings suggest that retailers manipulate the online search platform and(or) the provision of substitutes to favor private label products, which have a higher margin. Additionally, these results suggest that retailers may find it profit maximizing to raise prices as consumer baskets become more sticky in the multichannel purchasing regime.     

Chinese consumer demand for food safety attributes in milk products

Little is known about emerging demands for food safety among consumers in developing countries. This study presents results of an investigation of consumer awareness, willingness to pay, and price premiums for milk products manufactured using Hazard Analysis Critical Control Point (HACCP) management, a quality management system used to reduce food safety risks. Chinese food processors initially sought HACCP certification to access export markets, but now HACCP is rapidly being adopted for domestic products and HACCP logos have begun to appear on labels in China. A survey of Beijing consumers found that less than one in five respondents was aware of HACCP, and most who had heard of HACCP had learned about it within the previous year. After receiving information on HACCP nearly all respondents were willing to pay a modest price premium for HACCP-certified products. Products with HACCP labels in Beijing supermarkets sold at a price premium of about 5% over products without such labels, holding other product attributes constant. The results indicate that demand for food safety is emerging as an attribute demanded by Chinese consumers.     

Consumers’ willingness to pay for eco-friendly apples under different labels: Evidences from a lab experiment

An experiment was conducted in France to evaluate the impact of health and environmental information on consumers’ choices between conventional and organic apples. Results show that additional and precise messages about both pesticides use and pesticides residues significantly impact consumers’ choices between both products. The experiment also studied the effect of a new label signaling apples that only use few pesticides compared to conventional apples. With elicited willingness-to-pay, we show that the introduction of this new label increases the average participants’ surplus whatever the information context for participants, because of a higher quality compared to conventional apples and a lower price compared to organic products. In order to complement this label, a minimum-quality standard imposing the use of few pesticides is socially optimal when initial participants’ knowledge is limited.     

产业关联与能源工业市场化改革

文从横向产品关联、纵向产业关联以及国内外市场关联三个方面分析了能源工业内部的产业关联及其对能源价格体制、市场结构、所有制结构等方面的影响。研究表明，当能源产品是替代关系时，某一能源产品价格的上涨，会使其他能源行业也获得涨价的收益：对某种能源价格进行控制，可能会引起能源供需结构的失衡。当能源产品是互补关系时，无论是上游垄断还是下游垄断，都会影响上下游产业的协调发展．而且会加快竞争性产业走向垄断的速度，并使政府的价格管制处于被动。能源工业的对外开放是第三种产业联系形式，它促进我国能源产品市场的国际化与外商直接投资的发展．但是产品市场融合和外商直接投资规模的扩大只会提高能源工业的生产集中度．而对促进非公有制经济发展的作用有限，能源工业非公有制经济的发展与所有制结构的调整要依靠政府的政策引导和支持。根据分析结果，本文提出了能源工业市场化改革要整体推进．协调进行的政策建议。     

Ordered search in differentiated markets

This paper presents an ordered search model in which consumers search both for price and product fitness. I construct an equilibrium in which there is price dispersion and prices rise in the order of search. The top firms in consumer search process, though charge lower prices, earn higher profits due to their larger market shares. Compared to random search, ordered search can induce all firms to charge higher prices and harm market efficiency.     

Structural and contextual correlates of charged behavior in product development teams

Firms increasingly use cross‐functional teams to develop new products, yet we know little about the processes that make teams excel. Although studies have focused on within‐team processes like cooperation between and integration of individuals from various functional areas, some emerging literature suggests that the processes that make teams excel are richer and more complex than cooperation and integration. In order to capture the processes that lead to excellent market performance of new products, we introduce the concept of charged team behavior, the extent to which cross‐functional product development teams are enthusiastically and jointly driven to develop superior new products. Charged team behavior captures not only the drive, commitment, and joy of team members, but also their collaborative behaviors to achieve an exceptional outcome. We propose and test a series of hypotheses concerning how charged behavior affects new product market performance and how charged behavior is, in turn, influenced by both team structural characteristics (physical proximity, team longevity, and outcome interdependence) and contextual factors (senior management encouragement to take risk, quality orientation, exposure to customer input, extent of competition, and interdepartmental connectedness). It is particularly important to examine the antecedents of charged behavior because there are concerns that some of the team‐related factors generally considered to be useful for teams may not necessarily lead to charged teams. Data from new consumer product development teams is analyzed though structural equation modeling for hypothesis testing. We find evidence that highly charged teams are more likely to develop successful new products. Results also indicate that outcome interdependence, exposure to customer input, extent of competition, and interdepartmental connectedness are positively related to charged behavior. Physical proximity, team longevity, encouragement to take risk, and quality orientation do not improve teams' charged behavior. Data suggests that charged team behavior: 1) fully mediates the effects of outcome interdependence and interdepartmental connectedness on performance, 2) partially mediates the influence of exposure to customer input and the extent of competition on performance, and 3) does not mediate the effects of quality orientation and physical proximity on performance. Our study highlights the importance of creating highly charged product development teams in order to achieve exceptional performance. Further, our results indicate that some of the factors suggested by traditional social psychology research for enhancing team effectiveness (e.g., physical proximity and team longevity) may not necessarily create charged teams. Instead, charged teams need a special arrangement, in which members are accountable to the team and where their evaluations and rewards are also linked to the performance of the team. In addition, although a strong emphasis on quality is considered to be beneficial for new products, as our results indicate, such emphasis cannot create a charged atmosphere. Moreover, our research suggests that if the organization structure does not permit frequent contact between individuals across functional boundaries, the creation of a strongly charged team and development of a successful new product will be hindered.     

The Long Tail of the Auto Industry Life Cycle

This article explores how the industry life‐cycle theory, proposed by Abernathy and Utterback, can be reinterpreted from the viewpoint of product architecture dynamics. The “long tail” of the automobile industry life cycle, observed during the past several decades, is explained by an evolutionary framework in which a product's architecture is treated as an endogenous variable affected by customers' functional requirements, environmental‐technical constraints, and their changes. The present article explains how the existing industry life‐cycle model effectively explains the early history of automotive product‐process innovations, but that it fails to explain the “long tail” of the life cycle, and that an evolutionary approach of product architectures can be used to explain the architectural sequence and the long‐term trend of the increase in nonradical innovations. That is, the industry life‐cycle model certainly fits well with the actual pattern of product‐process innovations at the early phase of the automobile's development, between the 1880s (invention) through the 1920s (the end of the Model T) and into the 1960s, when product differentiation continued without significant product/process innovations (e.g., the Big Three's annual model change). But the question remains how this model can explain the rest of the industry's history (1970s to 2010s), which is characterized by “rapid incremental innovations,” or a “long tail of the life cycle,” with its upward trend of technological advancement rather than the end of innovations or the beginning of another industry life cycle (i.e., “dematurity”). The evolutionary framework of product architecture predicts that the macro architecture of a given product category (e.g., passenger cars) will be relatively integral when the functional requirements that customers expect, the constraints imposed by society and the government, and the physical‐technical limits inherent in the product are strong, and that it will be relatively modular when they are weaker. The dynamic architectural analysis starts from the Lancaster‐type analysis of a set of function‐price frontiers for a given product category (e.g., cars). Based on the design theories, it hypothesizes that the shape of function‐price frontiers are different between integral models and modular models. It then hypothesizes that price‐oriented customers tend to choose relatively modular products, whereas function‐oriented customers choose relatively integral products more often than not, other things being equal. Thus, the macro architecture of a given product can be determined depending on whether each architecture's price‐function frontier touches the price‐function preference curves of its customers. As for the future architecture of the car, its macro architecture, determined by markets and environments, will remain relatively integral and complex as long as it continues to be a fast‐moving heavy artifact in the public space, whereas its micro architecture, determined by engineers, will be somewhat mixed, as the engineers try to simplify and modularize the automobile design wherever the market and technology permit. The evolutionary framework of architectures also predicts that the architectural sequence inside the industry life cycle will differ by products (e.g., cars and computers) depending upon the dynamic patterns of technological advancement (e.g., shifts of the price‐function frontier) and market‐societal constraints (e.g., shifts of the price‐function preference curve).     

The impact of expiration dates labels on hedonic markets for perishable products

This study draws inferences from a pre-registered field experiment to investigate how expiration dates impact consumer preferences for food products with different ages. Based on a power analysis, we recruited 373 adult participants for the experiment. The results demonstrate that expiration dates largely influenced the perceived freshness of a food product as they seem to indicate a quality standard. When no explicit expiration date was present, consumers believed that the product’s quality decreased monotonically as time passed. However, in the presence of an expiration-date label, consumers initially perceived the product as more acceptable, but then that perception changed quickly after the date of expiration to levels more consistent with what they would perceive if the expiration date was not present. These results support policies that label expiration dates for consumers, as these labels benefit consumers, producers, and the public, especially for times prior to the expiration date. These results also suggest that it is important to craft policy and market strategies for products that are past the expiration date, but are still safe to consume. Policies that set the expiration dates to the time where the taste quality begins to worsen would likely benefit both consumers and producers, while policies that set the expiration dates to the time where the food is no longer safe probably improve the public outcomes as it minimizes food waste.     

Assessing the Economic Rationality of Remanufacturing Products*

Consideration is given to the factors that affect the determination of the profitability of remanufacturing product. This results in a technique being developed and applied to assess the economic rationality of remanufacturing a variety of products. A study of price preferences from 49 subjects finds that in many cases an original equipment manufacturer (OEM) will earn greater overall profits by offering both new and remanufactured versions of their product. Differences in pricing behavior are noted between both products and individuals. There also appears to be differences in switching behavior. It is, however, reasonable to treat the transfer in preference from new product to remanufactured product as linear over some price range. This assumption allows for a relatively simple calculation of under what circumstances it is economically rational for an OEM to produce both new and remanufactured products and in such situations what the relative prices, sales, and profits should result. The remanufactured products considered are retreaded tires, auto parts, cell phones, toner cartridges, printers/copiers, and disposable cameras. In addition to the article's academic contributions, techniques and insights are offered for practitioners to assist them in understanding the opportunities and implication of pursuing remanufacturing as an addition to their current products.     

Commodity price inflation, retail pass-through and market power

When commodity prices rise, wholesalers and retailers of products derived from basic commodities respond by passing along at least a portion of the price increase to consumers. In this paper we examine whether firms respond differently to positive commodity price shocks than to negative commodity price shocks; that is, whether commodity price volatility alters market power. We exploit recent volatility in food commodity prices over the period 2007-2010 to investigate how commodity price shocks translate into market power in two different vertically-structured food product industries: potatoes and fluid milk. For potatoes, we find both wholesale and retail market power decreases (increases) during periods of rising (falling) commodity prices. Moreover, price-cost margins widen a substantially greater degree in response to negative shocks than margins narrow in response to positive shocks, indicating that commodity price volatility increases market power. For fluid milk, we find that market power likewise declines during periods of rising commodity prices; however, market power does not significantly change during periods of falling commodity prices, suggesting that commodity price volatility decreases market power.     

Timing the Start of Material Substitution Projects: Creating Switching Options under Volatile Material Prices

Firms developing new products often face the challenge of making investment decisions under uncertain input–cost conditions due to the price volatilities of the materials they use. These decisions need to be made long before the final products are launched on the market. Therefore, firms that invest in the opportunity to switch materials in a timely manner will have the flexibility to react to material price changes and realize competitive advantages. However, volatile material prices may also cause a firm to delay investment. Using real‐options reasoning, this paper studies the influence of input‐cost fluctuations on the timing decision to start new product development (NPD) and thus create the follow‐on opportunity to later replace an existing product. A model that combines waiting and switching options to derive influencing factors of the flexibility value that triggers the investment is developed and tested on a sample of material substitution projects from manufacturing firms. The results show how price uncertainty of the new and the old material, their joint price development, the expected project duration, and competitive preemption are related to the propensity to delay the start of NPD. The findings provide new insights on how timing in adopting materials can be used to hedge exposure to volatile material prices. The insights are relevant for adopters and producers of new materials, as well as for policy makers who strive for supporting the diffusion of new materials.     

Financial Evaluation of the Product Line

When decisions are being made about adding or dropping a product, most managers will make a financial evaluation of the product and they may try to get some sense of the riskiness of the decision. They will also probably consider the effect of the add/drop decision on other products in the line. Seldom, however, do they consider the risk of a product mix decision in the context of the risk level of the overall product line. Professors Rabino and Wright argue that product managers should take a leaf from the analytical book of financial analysts and calculate a "product Beta" that shows the impact of the risk of the individual product on the risk of the whole portfolio of products. They also suggest some other ways of sharpening the financial picture in what are often strictly marketing evaluations. This is Professor Rabino's second article in JPIM . As in the previous one he coauthored with Howard Moskowitz, this one adds some interesting analytical methodology to managerial decision making.