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  • February 2001
  • Article

Sequential Testing in Product Development

By: S. Thomke and David E. Bell
Keywords: Research and Development; Product
Related
  • 1985
  • Working Paper

Sequential Innovation and Market Structure

By: Jerry R. Green and Jean-Jacques Laffont
This paper concerns the introduction of a sequence of new, higher-quality durable products in a market in which there already exists a lower-quality substitute. The product has the further attribute that a real resource cost is incurred at the time a higher-quality... View Details
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  • Article

On the Division of Profit in Sequential Innovation

By: Jerry R. Green and Suzanne Scotchmer
In markets with sequential innovation, inventors of derivative improvements might undermine the profit of initial innovators through competition. Profit erosion can be mitigated by broadening the first innovator's patent protection and/or by permitting cooperative... View Details
Keywords: Profit; Innovation and Invention
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  • Article

Demand and Supply Dynamics for Sequentially Released Products in International Markets: The Case of Motion Pictures

By: Anita Elberse and Jehoshua Eliashberg
Keywords: Supply and Industry; Product; Markets; Film Entertainment; Entertainment and Recreation Industry; Motion Pictures and Video Industry
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  • April 2019
  • Article

Internalizing Global Value Chains: A Firm-Level Analysis

By: Laura Alfaro, Pol Antràs, Davin Chor and Paola Conconi
In recent decades, advances in information and communication technology and falling trade barriers have led firms to retain within their boundaries and in their domestic economies only a subset of their production stages. A key decision facing firms worldwide is the... View Details
Keywords: Global Value Chains; Sequential Production; Incomplete Contracts; Demand and Consumers; Customer Value and Value Chain; Globalization
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  • 2017
  • Working Paper

Internalizing Global Value Chains: A Firm-Level Analysis

By: Laura Alfaro, Pol Antràs, Davin Chor and Paola Conconi
In recent decades, advances in information and communication technology and falling trade barriers have led firms to retain within their boundaries and in their domestic economies only a subset of their production stages. A key decision facing firms worldwide is the... View Details
Keywords: Global Value Chains; Sequential Production; Incomplete Contracts; Demand and Consumers; Customer Value and Value Chain; Globalization
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  • 23 Apr 2012
  • Research & Ideas

How to Brand a Next-Generation Product

very deliberate effort to market the iPad as a sibling to the Mac. Macs keep their names with each successive upgrade, analysts noted, while iPhones sport sequential numbers and letters to indicate improvements. “Consumers don't... View Details
Keywords: by Carmen Nobel
  • September 1990 (Revised March 1991)
  • Case

Mod IV Product Development Team

By: Anne Donnellon and Joshua D. Margolis
Focuses sharply on a crossfunctional product development team at Honeywell's Building Controls Division. Traces the history of teams at the division, which introduced them as a response to intensifying competition and the need for faster development. Reveals the... View Details
Keywords: Business Divisions; Collaborative Innovation and Invention; Management Teams; Product Development; Organizational Structure; Groups and Teams; Competitive Strategy
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  • June 2014
  • Article

Building Brand Knowledge Structures: Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims

By: Susan E. Heckler, Kevin L. Keller, Michael J. Houston and Jill Avery
Two experiments are reported that examine the effects of an ad campaign designed to link two different benefit claims to a brand. The findings indicated that recall for a subsequently advertised claim depended on the strength of existing brand-benefit links in memory.... View Details
Keywords: Marketing Communication; Brand Building; Brand Management; Brands; Advertising; Consumer Psychology; Advertising Campaigns; Brands and Branding; Marketing Communications; Consumer Behavior; Marketing Strategy; Consumer Products Industry; Consumer Products Industry
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  • May 2011
  • Article

The Best Way to Name Your Product 2.0

By: Marco Bertini, John Gourville and Elie Ofek
Although there's ample research to guide marketers in naming new products, little of it has addressed follow-on offerings, even though these make up the bulk of new products in many industries. Companies have two basic strategies to choose from. They can stick with a... View Details
Keywords: Product Development; Management; Brands and Branding; Strategy
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  • September 2018
  • Article

An Exploratory Study of Product Development in Emerging Economies: Evidence from Medical Device Testing in India

By: Budhaditya Gupta and Stefan Thomke
Recent research has studied innovation in emerging economies. However, microlevel product development processes in these economies are relatively unexplored, and the mechanisms by which the emerging economy context might affect such processes are still unclear. In this... View Details
Keywords: India; Product Development; Emerging Markets; Situation or Environment; Medical Devices and Supplies Industry; India
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  • 12 Apr 2017
  • Research & Ideas

Why Productivity Suffers When Employees Are Allowed to Schedule Their Own Tasks

sequencing structure that their organization has set for them, and how do they make the decision to do that?” To find out, they analyzed data from a large outsourced radiological services firm, full of doctors whose jobs involved View Details
Keywords: by Carmen Nobel; Health
  • Article

From TV to Web: Content Strategies for Ads That Drive Online Sales

By: Thales S. Teixeira
Consumers have become avid media multitaskers, moving seamlessly between their TVs and digital devices. Shorter TV commercials have reduced both the quantity and quality of consumer attention during prime-time viewing hours. In this new media environment, can TV... View Details
Keywords: TV Advertising; Multitasking; Infotainment; Television; Prime Time; Advertising; Online Advertising; Advertising Industry
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  • Research Summary

Evolution of firm structure in vertical specialized technology supply chains

By: Willy C. Shih
The global market in many everyday products has been transformed by the internationalization of production.  In many industries, semiconductors and electronic products in particular, a sequential mode of production has evolved in which goods are produced... View Details
Keywords: Globalization Of Supply Chain; Globalization; Technological Innovation; Manufacturing Industry; Biotechnology Industry; Auto Industry; United States; Asia; China
  • 2023
  • Working Paper

Design-Based Inference for Multi-arm Bandits

By: Dae Woong Ham, Iavor I. Bojinov, Michael Lindon and Martin Tingley
Multi-arm bandits are gaining popularity as they enable real-world sequential decision-making across application areas, including clinical trials, recommender systems, and online decision-making. Consequently, there is an increased desire to use the available... View Details
Keywords: Analytics and Data Science; Mathematical Methods
Related
  • 2013
  • Dissertation

Firm-to-Firm Matching Along the Global Supply Chain

By: Raluca Dragusanu
This paper examines the matching patterns between buyers and sellers at different stages of the global production chain. I construct a new dataset, which links firm-level information on Indian manufacturing exporters from the CMIE-Prowess database with firm-level... View Details
Keywords: Supply Chain; Relationships; Trade; United States; India
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  • March 2008
  • Article

When Growth Stalls

By: Matthew S. Olson, Derek C. M. van Bever and Seth Verry
This article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. An abrupt and lasting drop in revenue growth is a crisis that can strike even the... View Details
Keywords: Growth Strategy; Revenues; Crisis Management; Revenue; Growth and Development Strategy
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  • 2023
  • Working Paper

Design-Based Confidence Sequences: A General Approach to Risk Mitigation in Online Experimentation

By: Dae Woong Ham, Michael Lindon, Martin Tingley and Iavor Bojinov
Randomized experiments have become the standard method for companies to evaluate the performance of new products or services. In addition to augmenting managers’ decision-making, experimentation mitigates risk by limiting the proportion of customers exposed to... View Details
Keywords: Performance Evaluation; Research and Development; Analytics and Data Science; Consumer Behavior
Related
  • 08 Jun 2012
  • Working Paper Summaries

Location Choices Under Strategic Interactions

Keywords: by Juan Alcacer
  • 21 Dec 2010
  • First Look

First Look: December 21

lead to reduced economic productivity subsequent to exposure to temptation. Using a design inspired by the classic "Marshmallow Test," we report data from a field experiment in which children between the ages of 6 and 13 were... View Details

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