Creating market anticipation: An exploratory examination of the effect of preannouncement behavior on a new product’s launch

Preannouncements are strategic marketing communications directed at market participants including investors, suppliers, distributors, and buyers. Most empirical literature focuses on antecedents influencing a firm’s preannouncement behavior and on outcomes related to deleterious responses by competitors. This study differs and follows the large body of extant research that examines preannouncing behavior as a deliberate marketing communication process aimed at influencing market participants in the firm’s favor. The authors develop and test a model of preannouncement behavior that affects the success of a new product launch through market anticipation, competitive equity, and new product development resources. The findings indicate that preannouncement behavior engenders new product success through its positive effect on market anticipation—a favorable industry-wide bias in advance of new product introduction—and emphasizes the use of preannouncements as business-to-business marketing communications aimed at influencing current and prospective supply chain partners in the firm’s favor. Kim Schatzel (schatzel@umd.umich.edu) (PhD, Michigan State University) is an assistant professor of marketing at the University of Michigan, Dearborn. Her business experience includes more than 20 years of corporate and new venture work including tenure as the founder and CEO of a multinational $250 million automotive components firm and three start-up technology-based companies. She is interested in the study of new product development, business-to-business marketing communications, and firm reputation issues. She has published articles in theJournal of Marketing, theJournal of Business Research, and theJournal of Product Innovation Management. She is also highly committed to teaching excellence and has won several awards for undergraduate, graduate, and executive teaching. Roger Calantone (rogercal@msu.edu) holds the Eli Broad University Chair in Business at Michigan State University and is also the director of the Broad Information Technology Management Program (ITMP). He is interested in the study of new product innovation and technology decisions in industrial firms. Currently, his research is focused on new product decisions, industrial market segmentation, global logistics, and the use of neural network and autonomous learning models to valuate product components. He is the author of more than 200 refereed academic articles and proceedings and is coauthor of several books. His publications have appeared in journals such as theJournal of Marketing, the Journal of Marketing Research, Marketing Science, Management Science, Decision Sciences, and theStrategic Management Journal.     

Medium-sized charities and their advertising agencies: An exploratory investigation

Respondents in 103 medium-sized charities completed a mail questionnaire designed to explore the nature of the relationships between these charities and their advertising agencies. It emerged that some, but not all, of the factors known to influence interactions between agencies and their commercial clients were equally relevant within the charity sector. Variables crucial to charity clients' levels of satisfaction with their advertising agencies included agency provision of functional assistance with media planning and the creative design of advertisements, trust and an agency's willingness to act as a member of its client's team, and the ability to generate new ideas. Additionally, an agency's experience of work within the charity sector and its empathy with charitable aims, ideals and philosophies were key determinants of satisfaction ratings. Assistance with market research and public relations and an agency's ability to offer extensive ancillary services did not appear to exert significant influence.     

Food market liberalization: History and prospects

Abstract

Government intervention has been a feature of food markets in both industrialized and agrarian economies. However, the last 10 years have seen reforms aimed at reducing intervention; these have been a characteristic of ‘structural adjustment’. The process of reform has involved the replacement of administered by market‐determined prices and the abolition of trading parastatals or the removal of their monopoly. Despite an almost complete consensus that reforms are necessary and the absence of coherent local opposition, the pace and extent of reforms have varied. Moreover, views about liberalization tend to be polarized. Proponents argue that continued intervention is inefficient, unaffordable and distorting; antagonists suggest that unmodified markets lead to unacceptable inequalities, and expose producers and consumers to unacceptable risks. Moreover, weak fragmented markets do not constitute a sufficient base for sustained growth. This paper reviews the experience. It concludes that simple solutions of substituting public with private trading are not necessarily possible nor desirable, and argues that the nature of the debate may be misleading. The way forward may not lie in a choice between private market supremacy and conventional government intervention.