How broadly do product preannouncement performance effects generalize? Product life cycle and switching cost perspectives
-
DOIhttp://dx.doi.org/10.21511/im.15(2).2019.08
-
Article InfoVolume 15 2019, Issue #2, pp. 96-109
- 714 Views
-
855 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
Firms use preannouncements to inform customers about the impending introduction of a new product or service. These preannouncements are significant events because they provide customers with product specific information while signaling the health, strategic intent, and future of a company. One important area of research in this field investigates the performance consequences of product preannouncements (PPA). However, a notable gap in our knowledge exists, because the focus of past research has been on studying wealth effects rather narrowly in certain industries, e.g., high-tech, or under certain contingencies. This restrictive approach is surprising, because PPA are observed in a broad range of product categories. Moreover, product life cycle and consumer switching cost theories predict performance effects of PPA irrespective of category or context. The author addresses this lack of generalizability by using switching cost and life cycle theories to hypothesize positive performance effects of PPA independent of context and contingencies. The event study method from finance is used to empirically test the relationship between PPA and stock prices in a broad sample of events comprising multiple product categories. Using events reported in the Wall Street Journal, evidence of a positive effect of PPA on stock prices irrespective of the type of product or context involved is found. Several managerial implications of the study are noted and avenues for further research are outlined.
- Keywords
-
JEL Classification (Paper profile tab)M31, M37, M38, G140
-
References55
-
Tables5
-
Figures0
-
- Table 1. Descriptive statistics
- Table 2. Examples of product preannouncements
- Table 3. Abnormal returns from days –5 to +5
- Table 4. Cumulative abnormal returns over selected windows
- Table 5. Industry effect of preannouncements
-
- Barrett, P. (1993). U. S. to Launch Another Inquiry of Microsoft. Wall Street Journal, August 23, A3.
- Bayus, B., Jain, S., Rao, A. (2001). Truth or Consequences: An Analysis of Vaporware and New Product Announcements. Journal of Marketing Research, 38(1), 3-13.
- Bergh, D. D., Ketchen, Jr., D. J., Orlandi, I., Heugens, P. P., & Boyd, B. K. (2019). Information Asymmetry in Management Research: Past Accomplishments and Future Opportunities. Journal of Management, 45(1), 122-158.
- Blut, M., Frennea, C. M., Mittal, V., & Mothersbaugh, D. L. (2015). How procedural, financial and relational switching costs affect customer satisfaction, repurchase intentions, and repurchase behavior: A meta-analysis. International Journal of Research in Marketing, 32(2), 226-229.
- Brown, S. J., & Warner, J. (1985). Using Daily Stock Returns. Journal of Financial Economics, 14(1), 3-31.
- Burnham, T. A., Frels, J. K., & Mahajan, V. (2003). Consumer switching costs: A typology, antecedents, and consequences. Journal of the Academy of Marketing Science, 31(2), 109-126.
- Byron, E. (2009). Tide Turns ‘Basic’ for P&G in Slump.
- Calantone, R. J., & Schatzel, K. E. (2000). Strategic foretelling: Communication-based antecedents of a firm’s propensity to preannounce. Journal of Marketing, 64(1), 17-30.
- Cavusgil, S. T., & Zou, S. (1994). Marketing Strategy-Performance Relationship: An Investigation of the Empirical link in Export Market Ventures. Journal of Marketing, 58(1), 1-21.
- Chaudhuri, S. (2018). Outfoxed by Small-Batch Upstarts, Unilever Decides to Imitate Them.
- Choi, J. P., Kristiansen, E. G., & Nahm, J. (2005). An economic analysis of product pre-announcements. CESifo Economic Studies, 51(2-3), 299-319.
- Connelly, B. L., Certo, S. T., Ireland, R. D., & Reutzel, C. R. (2011). Signaling theory: A review and assessment. Journal of Management, 37(1), 39-67.
- Day, G. S. (1981). The Product Life Cycle: Analysis and Applications Issues. Journal of Marketing, 45(4), 60-67.
- Dvorak, P. (2004). Fujitsu and Xerox Team Up to Study Data Networking.
- Elberse, A. (2011). Marvel Enterprises (HBS, No. N9-511-097). Boston, MA: Harvard Business School Publishing.
- Elberse, A., & Moon, Y. (2007). SONY EyeToy (HBS No. 9-505-024). Boston, MA: Harvard Business School Publishing.
- Fama, E. F. (1970). Efficient Capital Markets: A Review of Theory and Empirical Work. Journal of Finance, 25(2), 383-417.
- Fama, E. F. (1980). Agency problems and the theory of the firm. Journal of Political Economy, 88(2), 288-307.
- Fenech, P. J., & Tellis, G. J. (2016). The dive and disruption of successful current products: Measures, global patterns, and predictive model. Journal of Product Innovation Management, 33(1), 53-68.
- Flynn, J., & Read, M. (2003). Glaxo Says It Has Healthy Pipeline of New Drugs.
- Fox, C. R., & Tversky, A. (1995). Ambiguity aversion and comparative ignorance. The Quarterly Journal of Economics, 110(3), 585-603.
- Gasparro, A. (2017). Keurig Stumbles With New K-Cup Brewer.
- Glazer, E. (2012). P&G to Alter Tide Pods Packaging.
- Golder, P. N., & Tellis, G. J. (2004). Growing, Growing, Gone: Cascades, Diffusion, and Turning Points in the Product Life Cycle. Marketing Science, 23(2), 207-218.
- Heil, O., & Robertson, T. S. (1991). Toward a theory of competitive market signaling: A research agenda. Strategic Management Journal, 12(6), 403-418.
- Hoffman, R. C., Munemo, J., & Watson, S. (2016). International franchise expansion: the role of institutions and transaction costs. Journal of International Management, 22(2), 101-114.
- Jain, D., & Singh, S. S. (2002). Customer lifetime value research in marketing: A review and future directions. Journal of Interactive Marketing, 16(2), 34-46.
- Jervell, E. E. (2015). Adidas Puts Some Spring in Its Step.
- Jones, M. A., Mothersbaugh, D. L., & Beatty, S. E. (2002). Why customers stay: measuring the underlying dimensions of services switching costs and managing their differential strategic outcomes. Journal of Business Research, 55(6), 441-450.
- Keklik, M. (2018). Schumpeter, Innovation and Growth: Long-cycle dynamics in the post-WWII American manufacturing industries. Routledge.
- Kesmodel, D. (2009). MillerCoors Tests a Draft-Beer Box for the Fridge.
- Koh, Y. (2017). Fitbit Aims to Take a Piece Out of Apple With New Smartwatch.
- Kumar, V., & Reinartz, W. (2016). Creating enduring customer value. Journal of Marketing, 80(6), 36-68.
- Lambkin, M., & Day, G. S. (1989). Evolutionary Processes in Competitive markets: Beyond the Product Life Cycle. Journal of Marketing, 53(3), 4-20.
- Llanes, G. (2019). Competitive strategy for open and user innovation. Journal of Economics & Management Strategy, 28(2), 280-297.
- Lyons, S. (2010). Measuring the effects of mobile number portability on service prices. Journal of Telecommunications Management, 2(4).
- MacKinlay, C. A. (1997). Event Studies in Economics and Finance. Journal of Economic Literature, 35(1), 13-39.
- Mikkelson, W. H., & Partch, M. M. (1986). Valuation Effects of Security Offerings and the Issuance Process. Journal of Financial Economics, 15(1-2), 31-60.
- Mundy, A. (2011). New Generic Lovenox Receives FDA Approval.
- Ng, S. (2013). P&G Changes Tide Pods Packaging to Look Less Like Candy.
- Ng, S., & Ziobro, P. (2013). P&G Unveils Plans for a Budget Tide.
- Pannett, R. (2017). A Day in the Life of Chobani’s Hamdi Ulukaya.
- Pick, D., & Eisend, M. (2014). Buyers’ perceived switching costs and switching: a meta-analytic assessment of their antecedents. Journal of the Academy of Marketing Science, 42(2), 186-204.
- Popma, W. T., Waarts, E., & Wierenga, B. (2006). New product announcements as market signals: A content analysis in the DRAM chip industry. Industrial Marketing Management, 35(2), 225-235.
- Rao, C. P., & Evers, D. J. (2015). Appropriate Theory Borrowing in Strategic Marketing: Product Life Versus Product Evolutionary Cycles. In Proceedings of the 1991 Academy of Marketing Science (AMS) Annual Conference (pp. 274-279). Springer, Cham.
- Rao, R., & Turut, O. (2019). New Product Preannouncement: Phantom Products and the Osborne Effect. Management Science (forthcoming).
- Restuccia, M., de Brentani, U., Legoux, R., & Ouellet, J. F. (2016). Product Life‐Cycle Management and Distributor Contribution to New Product Development. Journal of Product Innovation Management, 33(1), 69-89.
- Shao, J., & Tu, D. (1995). The Jackknife and Bootstrap. New York: NY.
- Smith, A., & Wakabayashi, D. (2015). Apple, Feeling Heat From Spotify, to Offer Streaming Music Service.
- Sorescu, A., Shankar, V., & Kushwaha, T. (2007). New product preannouncements and shareholder value: Don’t make promises you can’t keep. Journal of Marketing Research, 44(3), 468-489.
- Su, M., & Rao, V. R. (2010). New Product Preannouncement as a Signaling Strategy: An Audience‐Specific Review and Analysis. Journal of Product Innovation Management, 27(5), 658-672.
- Terlep S. (2017). Gillette Faces New Attack from an Old Rival.
- Titan, A. G. (2015). The efficient market hypothesis: Review of specialized literature and empirical research. Procedia Economics and Finance, 32, 442-449.
- Woo, S., & Trachtenberg, J. A. (2011). Amazon Fights the Ipad with Fire.
- Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & Marketing, 21(10), 799-822.