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Optimal sequential introduction of new products and the effect of demand conditions on competitive product and pricing strategies.

机译：最佳顺序引入新产品以及需求条件对竞争产品和定价策略的影响。

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摘要

In the first essay, an analytical study is conducted on the optimal timing of introduction of a seller's products targeted at segments that differ in their willingness to pay for quality. There are many examples where sellers introduce a high-quality product followed by a lower-quality version of the product, thus stretching their product line down-market after introduction. Past studies have suggested that such an introduction sequence may mitigate the cannibalization effects of the low-quality product on profits from the high-quality product. However, there are several other instances where firms introduce a lower quality model and follow it up with a higher quality model, thus stretching their product line up-market after the introduction. In this paper, we identify the conditions other than technological improvements occurring over time that may justify such a sequential strategy. We show that in the presence of replacement buyers, firms find it optimal to follow a low quality product with a high quality one. Furthermore, the more reluctant replacement buyers are about replacing their existing product, the more likely a firm will adopt a low-high strategy.;The second essay investigates the interesting phenomenon in the automotive industry that cash rebates are more common amongst American automakers than their Japanese counterparts. Japanese manufacturers seem to counter by offering added features to their product instead of a similar discount offer. In this paper, a model is set up to analyze this behavior and help explain the divergence in strategies.
机译：在第一篇文章中，针对卖方产品的质量购买意愿不同的细分市场，针对卖方产品的最佳投放时间进行了分析研究。在很多例子中，卖家先介绍高品质的产品，然后介绍低品质的产品，从而在推出后扩大了产品线。过去的研究表明，这样的引入顺序可以减轻劣质产品对优质产品利润的蚕食作用。但是，在其他一些情况下，公司引入较低质量的模型并采用较高质量的模型进行跟踪，从而在引入后扩大了产品线的市场范围。在本文中，我们确定了随着时间推移发生的技术改进以外的其他条件，这些条件可能证明了采用这种顺序策略的合理性。我们表明，在有替代买家的情况下，公司发现最佳的做法是跟随低质量的产品和高质量的产品。此外，替代购买者对替代其现有产品的意愿越强，一家公司越有可能采取从低到高的策略。第二篇文章调查了汽车行业一种有趣的现象，即在美国汽车制造商中，现金返还比他们的返还更为普遍。日本同行。日本制造商似乎通过提供产品附加功能而不是类似的折扣来应对。在本文中，建立了一个模型来分析这种行为并帮助解释策略上的差异。

著录项

  • 作者

    Pedram, Mahmood.;

  • 作者单位

    Purdue University.;

  • 授予单位 Purdue University.;
  • 学科 Business Administration Marketing.;Business Administration Management.
  • 学位 Ph.D.
  • 年度 2010
  • 页码 85 p.
  • 总页数 85
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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