New Product Announcement Signals and Incumbent Reactions
研究在位企业如何应对竞争对手的新产品发布信号，基于美英管理者的实地调查，揭示了影响竞争反应可能性的因素，并提出管理启示。
The authors focus on NPA signals, which they define as new product announcements in advance of market introduction. They develop a set of hypotheses regarding incumbent reactions to NPA signals and test them in a field study among managers in the United States and the United Kingdom. The authors’ findings provide a characterization of the factors affecting the likelihood of competitive response to NPA signals and suggest a set of managerial implications.