How to Increase the Odds for Successful Brand Extension

Increasingly, new products are being introduced to the market as line extensions. Chester Kane discusses several ways to improve current practices. He argues that several special steps should be taken to obtain maximum leverage from the value of an existing brand name. Starting with efforts to understand customer's perceptions of the brand, he describes a series of approaches that collectively stress planning, objectivity, and the use of appropriate research tools. The article discusses a variety of both successes and failures, noting that seldom do customer's perceptions match current brand marketing strategies, a fact overlooked by many companies.     

Model Exit in a Vertically Differentiated Market: Interfirm Competition versus Intrafirm Cannibalization in the Computer Hard Disk Drive Industry

What characteristics of a product’s local market make its withdrawal more likely? This study investigates the importance of intrafirm “cannibalization” of a product’s demand by products manufactured by the same firm versus interfirm competition from others’ products. While both forces impact product withdrawal, cannibalization has a more robust and significant effect. Hedonic price regressions also reveal higher discounting of older models’ quality-adjusted prices, strengthening the argument for caution when treating list prices as proxies for transaction prices.     

Progress and Challenges in Product Line Pricing

In recent years, there has been a substantial increase in research on product line pricing. Modelers in multiple disciplines have offered methods for the optimal design/selection and pricing of the products in new or modified product lines. Behavioral scientists have contributed insights on how consumers' perceptions of product line prices, attributes, and quality levels influence their evaluation of the alternative choices. Significantly, the work of both modelers and behavioral scientists is distributed across three types of product line contexts: price‐quality product lines, multi‐attribute product lines, and product lines that include a core product plus options. This paper reviews this literature, and assesses its usefulness for managers. One observation is that, while scholars have developed approaches to optimization that offer increased scope and tractability, the applicability of these models is constrained by the narrow specification of profit functions, and the limited consideration of competitive and other dynamic forces. A second conclusion is that the managerial usefulness of the behavioral science research on perceptions and product‐line choice has been limited by a dependence on attribute‐based estimation of utilities, uncertainty about possible interaction effects, and an excessive focus on the cannibalization aspects of product line pricing. Based on the review, a research agenda is identified for enhancing the applicability of research on consumer perceptions and choice to product line pricing decisions, and for building more complete product line price optimization models.     

Strategic Vertical Differentiation and Durable Goods Monopoly

This paper considers a novel and strategic use of quality as a means for solving the durable-goods time inconsistency problem. It demonstrates how durable-goods producers can exploit the cannibalization of high-quality markets by low-quality goods. Relative to the static product line solution, this strategic dimension of quality choice implies higher quality levels of low-end goods and the production of some low-end products that would not otherwise be produced. In some cases, low-end goods may rationally be sold below cost. The paper, therefore, offers a purely Coasian explanation for vertical product differentiation.     

An experimental investigation of valuation change due to commonality in vertical product line extension

Commonality in product line design refers to using identical product features or modules in multiple products. The use of commonality in product line extensions is a growing practice in many industries. We consider vertical product line extensions to lower- and higher-end products, and study the effects of identical feature levels on consumers' evaluation of original products. Using a between-subject experimental design, we examine the effect of commonality using the bicycle as the example product. This experiment is then extended to eight different service and manufactured products. Results show that in many cases identical feature levels increase the perceived similarity between original and extension products. This influences the valuation of original products: valuation of the original low-end product increases while valuation of the original high-end product decreases. However, the amount of valuation change is not necessarily the same for the original low- and high-end products. This valuation change occurs regardless of buyers' knowledge level of the product and is sometimes moderated by a large difference in a differentiated feature.
This study suggests the importance of accounting for the demand-side effect of commonality in product design decisions. Change in customers' valuation may call for an adjustment in price—the price of a high-end product may have to be lowered due to valuation discount, and the price of a low-end product could be raised to take advantage of valuation premium. This change in valuation does not occur for every feature in every product. Therefore, by properly selecting the features that are identical, a firm may be able to take advantage of valuation premium without sacrificing valuation discount and enjoy the economies of scale in manufacturing and logistics due to commonality.     

Real Estate Fund Openings and Cannibalization

This article examines the trade‐offs in launching new real estate funds, specifically open‐end, direct‐property funds. This investment vehicle, which is designed to provide the risk‐return benefits of private market real estate, is available to retail investors in a number of countries. At the same time, these funds are also subject to liquidity risk, because they hold an inherently illiquid asset in an open‐end structure. This format presents fund‐family managers with unique challenges, particularly with the decision to open new funds. The data consist of 2,127 German fund openings across 76 fund families in 12 asset classes over the 1992–2010 period. Including a wide range of asset classes allows for a comparison between real estate and other investment objectives. We find a substantial cannibalization effect across the existing real estate funds of a family, while we note the opposite effect—i.e., flows into existing funds increase following a fund opening within the same objective—for all other asset classes. Our analysis of fund opening determinants shows that inflows mitigate the cannibalization risk for new real estate funds. Additional evidence highlights the role of scale and scope economies in real estate fund openings. Overall, the results provide new insights into the relatively large size and small number of real estate funds when compared to mutual funds dedicated to other investment objectives.     

Consumer Innovativeness and the Use of New versus Extended Brand Names for New Products*

Despite the importance of branding to new product success, little research has been conducted on how individual adoption orientation might affect brand name preferences. This paper draws on the diffusion literature to investigate how consumer innovativeness affects consumer response to alternative branding strategies (i.e., new vs. extended brands, for new products). The results of an empirical study found that consumer innovativeness has a greater effect on new product evaluations for new brand names relative to extended brand names. Also, results indicate that highly innovative consumers evaluate new products with new brand names more favorably than brand extensions. Furthermore, consumer confidence in the new product was found to mediate the effects of consumer innovativeness and its interaction with brand name type on new product evaluation. Implications include not only giving greater managerial consideration to using new brands but also supporting the chosen branding strategy with appropriate promotional efforts for respective adopter groups.     

POST‐MERGER PRODUCT REPOSITIONING*

This paper analyzes the effects of mergers between firms competing by simultaneously choosing price and location. Products combined by a merger are repositioned away from each other to reduce cannibalization, and non‐merging substitutes are, in response, repositioned between the merged products. This repositioning greatly reduces the merged firm's incentive to raise prices and thus substantially mitigates the anticompetitive effects of the merger. Computation of, and selection among, equilibria is done with a novel technique known as the stochastic response dynamic, which does not require the computation of first‐order conditions.     

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.     

Cannibalization and option value effects of secondary markets: Evidence from the US concert industry

We examine how reducing search frictions in secondary markets affects the value appropriated by firms in primary markets. We characterize two effects on primary‐market firms caused by intermediaries entering secondary markets: the “cannibalization” and “option value” effects. Separation between primary and secondary markets can drive which of the two effects dominates. Firms selling valuable and scarce products are more likely to have separate primary and secondary markets, and will therefore appropriate more value when secondary markets thicken. Firms selling products that are not valuable and scarce will be hurt. Further, we hypothesize that firms have incentives to engineer scarcity by limiting supply when secondary markets thicken to separate primary and secondary markets. We find support for these hypotheses in the U.S. concert ticket industry. Copyright © 2014 John Wiley & Sons, Ltd.     

Book Reviews

These reviews remind us that although they are aimed at helping you reach a purchase decision on the book, perhaps more importantly, they are intended to enlighten you in emerging areas of product and service development. New books are perfect for learning about new trends or extensions of the knowledge base, and they allow you to delve into allied areas that are likely to affect your career in product innovation.
Thus, Ruediger Klein reviews our first non-English book, which will expose non-German readers to a German view of software management and product management. Carla Kuesten gives us an in-depth view of a single industry—the food industry—with lessons that readers can probably translate to their field. For future issues, we have a lawyer reviewing books on intellectual property protection, and another review will cover current topics in China regarding product development.
Please let us know of other tangents we should be covering.
Books reviewed in this issue:

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  The PDMA ToolBook 2 for New Product Development

       
  
  

Life-Cycle Management of Supplier Literature: The Pertinent Issues

In order to support the design and development of new products that are of enhanced quality, reliability, and performance, the need for design information to be accurate, current, and accessible should be a major influence and priority for individuals and organizations alike. This article identifies standard supplier literature as a key source of design information; it is widely used and heavily relied upon within the early phases of new product development where the cost and quality of an artifact are largely defined. Subsequently, it presents and discusses the results of an extensive investigation into the way this information source was organized and handled within a typical engineering organization. In general, this revealed that an array of deficient "systems" were used for classifying it, and there were no formal procedures in place for its life-cycle management, with corresponding consequences for the effectiveness of the design operation.     

Product variety and firm survival in the microcomputer software industry

This article provides an analysis of product variety and scope economies in the microcomputer software industry by using detailed firm‐level and product‐level information on firms' bundling of functionalities over application categories and computing platforms. We find that the management of product variety through the way different application categories are integrated in products and the platforms on which these products are offered can be as important as the significance of scope economies at the more aggregated firm level. Specifically, we find that there is little evidence of firm benefits from economies of scope in production, but there is substantial evidence that products benefit from economies of scope in consumption. In addition, we find that firms with products that encapsulate more application categories perform better, and those with products that cover more computing platforms perform worse. Finally, changes in product variety through new product introductions improve firm performance, but extensions to existing products hinder the performance of the firm and the product. We conclude that research in scope economies can benefit from a more detailed model of the evolution of product variety that includes data and analysis at the firm level and at the product level. Copyright © 2004 John Wiley & Sons, Ltd.     

The Breakfast of Champions: Associations Between Champions and Product Development Environments, Practices and Performance

According to conventional wisdom, if an innovative new product development (NPD) effort is to stand any chance for success, the project must have a champion. The role of the champion has taken on almost mythic proportions, through oft-told tales of the development of such disparate products as instant cameras, automobiles, and microprocessors. Notwithstanding the purportedly essential role that champions play, however, we have only anecdotal evidence of the manner in which effective champions operate and the benefits that they offer. Stephen K. Markham and Abbie Griffin suggest that before we can explore questions about how champions affect product development performance, we must address an even more fundamental issue: whether champions actually influence performance. Using data from the 1995 PDMA study of best practices in product development, they test various widely held assumptions about champions and NDP performance. Specifically, they investigate the association between championing and the following variables: NPD performance at the program, firm, and project levels; industry characteristics; and project- and firm-related NPD characteristics. In several respects, the results of their study run counter to current beliefs about product development champions. For example, the study suggests that champions are just as likely to be found in large firms as they are in small firms. Similarly, the results indicate that the likelihood of finding a champion does not differ significantly between technology-driven firms and marketing-driven firms. For the firms in this study, champions are no more likely to support radical innovations than they are to back incremental innovations or product line extensions. The results of the study suggest that champions do not directly affect firm-level NPD performance. Instead, the results of this study associate increased championing with higher levels of NPD program performance, which positively affects firm-level performance. The results of this study also do not support the notion that a champion can directly improve the market success of a particular project.     

An Investigation into the New Product Process: Steps, Deficiencies, and Impact

In a comprehensive study of 252 new product histories at 123 firms, Robert Cooper and Elko Kleinschmidt looked critically at the new products management process. Each company was shown a set of 13 activities which formed a general "skeleton" of a new product process. This article examines how this structure was modified by the companies and how well various stages of the process were reportedly executed. The results show a variety of practices among the surveyed companies. While the presence of activities cannot guarantee successful new products, certain activities were singled out as particularly weak. Firms should consider placing more emphasis on market studies, initial screening activities, and preliminary market assessment. The article provides a thoughtful assessment of the level of implementation of current practices in new products management.     

The Impact of Product Innovativeness on the Link between Development Speed and New Product Profitability*

A review of the literature reveals that the relationship between development speed and new product profitability is not as strong and straightforward as conventional wisdom suggests. A number of studies show positive results, others show mixed results, and some present no evidence of a relationship. In other words, the valence of the link between development speed and new product profitability is unclear at this time. Therefore, this study investigates whether or not speeding new products to market has positive or negative effects on new product profitability. Prior research shows that product innovativeness influences both development speed and new product profitability. This raises the question of whether increasing speed is equally successful in improving profitability across new products that differ in their degree of innovativeness. Therefore, this study also investigates the moderating effect of product innovativeness on the relationship between development speed and new product profitability. The results from a survey‐based study of 233 manufacturers of industrial products in the Netherlands reveal an inverted U‐shaped relationship between development speed and new product profitability. The findings also show that the optimal point is different for two new product types—product improvements and line additions—that vary in their innovativeness. These results provide an onset for the development of a decision tool that helps managers to determine how much to spend on accelerating the development of individual new products and how they should allocate that spending across products in their new product portfolio.     

Innovative versus incremental new business services: Different keys for achieving success

In companies where new product development plays an important strategic role, managers necessarily contend with a portfolio of projects that range from high technology, new‐to‐the‐world, innovations to relatively simple improvements, adaptations, line extensions, or imitations of competitive offerings. Recent studies indicate that achieving successful outcomes for projects that differ radically in terms of innovativeness requires that firms adjust their NPD practices in line with the type of new product project they are developing. Based on a large‐scale survey of managers knowledgeable about new product development in their firm, this study focuses on new business‐to‐business service projects in an attempt to gain insights about the influence of product innovativeness on the factors that are linked to new service success and failure. The research results indicate that there are a small number of “global” success factors which appear to govern the outcome of new service ventures, regardless of their degree of newness. These include: ensuring an excellent customer/need fit, involving expert front line personnel in creating the new service and in helping customers appreciate its distinctiveness and benefits, and implementing a formal and planned launch program for the new service offering. Several other factors, however, were found to play a more distinctive role in the outcome of new service ventures, depending on how really new or innovative the new service was. For low innovativeness new business services, the results suggest that managers can enhance performance by: leveraging the firm's unique competencies, experiences and reputation through the introduction of new services that have a strong corporate fit; installing a formal “stage‐gate” new service development system, particularly at the front‐end and during the design stage of the development process; and ensuring that efforts to differentiate services from competitive or past offerings do not lead to high cost or unnecessarily complex service offerings. For new‐to‐the‐world business services, the primary distinguishing feature impacting performance is the corporate culture of the firm: one that encourages entrepreneurship and creativity, and that actively involves senior managers in the role of visionary and mentor for new service development. In addition, good market potential and marketing tactics that offset the intangibility of “really new” service concepts appear to have a positive performance effect.     

The Dive and Disruption of Successful Current Products: Measures,Global Patterns,and Predictive Model

This study examines the diffusion of pairs of substitute products (current versus new) in five categories across 86 countries between 1977 and 2011. The study finds that current products reach a peak at about 56% of market penetration. Subsequently, they suffer a dramatic decrease in penetration of 286%, which we call the dive. A dive occurs in 96% of current products in five categories across 86 countries between 1977 and 2011. On average, the time from takeoff of new product to a peak in penetration of the current product is 6.6 years and to the dive of the current product is 8.4 years. The total time‐to‐dive includes a hidden discontinuance period (10.4 years), from the introduction of the new product to the peak of the current product, plus an overt time‐to‐dive (1.8 years), from the peak to the dive of the current product. The hidden discontinuance period and the overt time‐to‐dive are shorter, and the dive is steeper in emerging markets than in developed ones. A discrete‐time hazard model shows that the introduction of the new product, prior penetration of the current product, the population density of the country, and prior dives in other countries predict intercountry the hazard of a peak. Subsequently, takeoff of the new product, relative percentage growth in penetration of the current product prior to a peak, the length of the hidden discontinuance period, and prior dives in other countries predict the hazard of a dive. The models can predict the occurrence of a peak with true positive rate of 62% and a true negative rate of 87%, and a dive with a true positive rate of 82% and a true negative rate of 61%.     

In a Network Industry,Does Product Quality Matter?

The role of product quality in industries influenced by network effects has been the subject of significant debate among management theorists. Some have suggested that network effects can result in inferior products, as consumers value a large cohort of fellow adopters over the technical quality of a given product. Others argue that cases of market domination by inferior products are quite rare and that product quality is an important aspect of network‐based competition. Thus, a fundamental question has arisen from this debate: in industries influenced by network effects, does product quality matter? This research uses a sample of product releases in the application software industry from 1986 to 1998 to test the impact of product quality on installed base growth for a given product line. Using software quality measures from archival trade publication reviews, quality is found to have a positive and significant impact on growth, even after controlling for installed base size and other product, firm, and segment characteristics. This finding suggests that the first‐mover advantages often ascribed to network industries may be more complex than previously thought. Rather, effective strategy in network competition appears to center on the trade‐off between early product releases, with the intent of establishing an early installed base, and later product releases, with the intent of improving the quality of the focal product. Several potential extensions of this work are offered, with a specific focus on (1) the impact of variation in the strength of network effects across industries, and (2) the dueling incentives faced by incumbents in network industries, who may possess greater capabilities to produce high‐quality products but limited incentive to do so. Other potential contributions for theory and practice are offered and discussed.