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Cited by 348Marketing and Advertising StrategiesInnovation Diffusion and ForecastingInnovation and Knowledge Management

The impact of communication strategy on launching new products: The moderating role of product innovativeness

Lee, Yikuan, Colarelli O'Connor, Gina·2003·Journal of Product Innovation Management
DOI 10.1111/1540-5885.t01-1-201002
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Abstract

Academic literature is filled with debate on whether product innovativeness positively impacts new product performance (NPP) because of increasing competitive advantage or negatively impacts performance due to consumers' fears of novel technology and resultant resistance to adopt. This study investigates this issue by modeling product innovativeness as a moderator that influences the relationship between communication strategy and new product performance. The authors emphasize that the impact of innovativeness to producers is different from that to consumers and that the differences have strategic impact when commercializing highly innovative products. Product innovativeness is conceptualized as multidimensional, and each dimension is tested separately. Four dimensions of innovativeness are explored—product newness to the firm, market newness to the firm, product superiority to the customer, and adoption difficulty for the customer. In this study, communication strategy is comprised of preannouncement strategy and advertising strategy. First, the relationship between whether or not a preannouncement is offered and NPP is explored. Then three types of preannouncement messages (customer education, anticipation creation, and market preemption) are investigated. Advertising strategy is characterized by whether the advertisement campaign at the time of launch was based primarily on emotional or functional appeals. Using empirical results from 284 surveys of product managers, the authors find that the relationship between communication strategy and NPP is moderated by innovativeness, and that the relationships differ not only by degree but also by type of innovativeness. Implications for research and practice are discussed.

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Authors
Lee, Y., & Colarelli O'Connor, G.
Corresponding author
Lee, Yikuan
Venue
Journal of Product Innovation Management
Publisher
Wiley
Published
2003-01
Volume
20
Issue
1
Pages
4-21
ISSN
  • 0737-6782 (ISSN-L)
  • 1540-5885
DOI
10.1111/1540-5885.t01-1-201002
OpenAlex
W2074001387
Cited by
348
References
69
Citations by year
2026: 11 · 2025: 12 · 2024: 17 · 2023: 15 · 2022: 16 · 2021: 21 · 2020: 16 · 2019: 28 · 2018: 18 · 2017: 16 · 2016: 7 · 2015: 24 · 2014: 24 · 2013: 21 · 2012: 20
FWCI
14.59
Type
journal article
Language
en
Open access
closed
Licence
onlinelibrary.wiley.com/termsAndConditions#vor (vor, 35 d)
Locations
Journal of Product Innovation Management (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
  • Social Sciences › Decision Sciences › Management Science and Operations Research › Innovation Diffusion and Forecasting
  • Social Sciences › Business, Management and Accounting › Strategy and Management › Innovation and Knowledge Management
Keywords
communication strategies, new product performance, product innovativeness, moderating effect, advertising strategy, emotional appeal, product newness, product superiority, new product launch, client education

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