Keep it vague? New product preannouncement,regulatory focus,and word-of-mouth

This paper aims to examine the interaction between firm's new product preannouncement (NPP) strategies and consumers' regulatory foci on their WOM intention and the underlying mechanisms. In three experiments, we find that (1) the promotion-focused (prevention-focused) consumers have higher WOM intentions for vague (specific) NPP; (2) curiosity (outcome expectancy) mediates the effects of the NPP strategies on WOM intention for promotion-focused (prevention-focused) consumers; and (3) brand familiarity plays a moderating role, such that the interaction effect between NPP strategy and regulatory focus on consumers' WOM intention holds for a low-familiarity brand only. Our research contributes to a better understanding of NPP strategies and provides actionable strategic support for firms to conduct NPP.     

Signaling quality with new product preannouncements: Vaporware and the role of reference quality

This research develops a signaling game that captures the essential dynamics of new product preannouncements (preannouncement/launch/market feedback). New product preannouncements are preannouncing firms' formal efforts to inform their competitors and customers about the future availability, superior quality and introductory price of their upcoming new products. In a market, two firms compete (entrant preannounces and incumbent responds) across two periods. The entrant has private information about the true quality of a new product (the incumbent and customers do not know it), and this informational asymmetry provides the entrant with a preannouncement dilemma. Should the entrant preannounce and, if the entrant does, should the entrant tell the truth about quality? Preannouncements often get customers who might buy now from a competitor to wait for a higher quality to be available. Therefore, the entrant may have an incentive to bluff the quality of a new product in order to enhance the likelihood of customers' waiting. However, because the quality exaggeration is also likely to increase customers' quality expectations, the entrant may suffer a significant sales penalty if the entrant does not deliver the promised quality. Through the signaling game, this paper derives conditions under which such a bluff does/does not put the preannouncing firm at risk (i.e., this paper derives the separating/pooling equilibria that are the focus of signaling games).     

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.     

内部控制与业绩快报质量

以2009—2015年中小板和创业板上市公司的年度业绩快报为样本,研究内部控制对业绩快报质量的影响。研究发现,高质量的内部控制降低了业绩快报重大错报的可能性,同时降低了业绩快报误差,且这种效应在非国有上市公司表现更显著。进一步地,对于不存在内部控制重大缺陷的公司来说,发生业绩快报重大错报的概率较低,业绩快报误差也较小。内部控制信息披露质量高的公司,业绩快报质量也相应较高。研究结果表明,高质量的内部控制有助于提升业绩快报质量,且基于业绩快报的角度为内部控制改善会计信息质量提供了证据。     

应对竞争对手的新产品预告:策略的进取性及其效果

面对竞争者通过新产品预告开展的新产品营销竞争,企业如何制定有效的应对策略?本文集中于研究应对策略的进取性(aggressiveness)强弱及其影响效果,包括对预告者的效果、对应对者自身的效果等两个方面。以汽车行业的新产品预告为背景,Study 1研究了应对策略的进取性强弱对消费者购买意愿的影响,Study 2增加了新产品的创新程度为调节变量。Study 1和2都没有考虑竞争双方市场地位的差异。Study 3进一步探讨了竞争者之间市场地位的差异对应对策略效果的影响。结果表明:总体上,应对者应对策略的进取性越强,消费者对预告者、应对者的新产品的购买意愿都会提高。本文将之称为水扑油火效应。同时,新产品的创新程度、双方的市场地位都会不同程度地影响这种效应。     

新产品预告中的反垄断问题

在传统的营销学研究中,预告往往被当作一种营销手段,配合新产品的推出和市场推广。随着信息技术的飞速发展,新产品预告作为信号传递方式,逐渐成为企业遏制市场进入或鼓励合作的一种竞争策略。通过梳理博弈论框架下把新产品预告作为竞争策略的相关研究,着重介绍“雾件”竞争的福利效应及其对反垄断的意义与启示。     

业绩预告、业绩“变脸”与审计治理效应

研究发现,注册会计师审计能提高上市公司业绩披露的质量,是会计信息的把关者,注册会计师审计是促使上市公司业绩预告"变脸"发生的重要原因。但同时也发现可能存在上市公司与注册会计师串通的情况,证券监管部门应加强对上市公司业绩预告制度执行情况的检查。     

业绩预告的类型会影响其准确性吗?——基于盈余管理动机视角

业绩预告的经验品属性使得资本市场如何预判业绩预告的准确性显得尤为重要,但已有研究难以为资本市场提供简单直接且便于观测的预判标准.本文通过挖掘业绩预告类型可能隐藏的盈余管理动机,以2010-2018年度在资产负债表日后披露业绩预告的A股上市公司为研究对象,实证考察盈余管理动机是否以及如何影响业绩预告准确性.实证研究发现,盈余管理动机越强,业绩预告的准确性越低;作用机制检验发现,审计师对盈余管理动机较强的公司进行了更多的审计调整,使得定期报告中的盈余水平偏离了业绩预告中的盈余水平,从而导致了业绩预告准确性的降低;在控制内生性问题和稳健性测试后实证结果保持不变.研究表明业绩预告类型隐藏的盈余管理动机信息,可以帮助资本市场预判业绩预告的准确性.