The company, product and market dimensions of new product decision scenarios |
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| Authors: | Ulrike De Brentani Cornelia Droge |
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| Institution: | 1. U. de Brentani, Associate Professor of Marketing, Concordia University, Faculty of Commerce and Administration, 7141 Sherbrook Street West, Montreal, Canada, H4B 1R6.;7. C. Dröge, Assistant Professor of Marketing, Department of Marketing and Transportation, Michigan State University, Lansing, MI, U.S.A. |
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| Abstract: | Studies show that managers synthesize information and make strategic decisions in a situation-specific mode. Making effective new product decisions is a critical problem and managers are urged to improve their performance by adjusting their decision approach to fit the type of situation. Identifying situation-specific new product scenarios is, therefore, an important prerequisite. This article identifies five basic new product decision scenarios using a cluster analysis of factor scored company, product and market data. These provide insights about the situations managers typically face when evaluating new products. |
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| Keywords: | Please address all correspondence |
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