College of Business {College of Business}

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The Impact of Communication Strategy on Launching New Products: The Moderating Role of Innovativeness

Directory : Faculty : Intellectual Contributions

Intellectual Contribution by Yikuan Lee

Contribution Title

The Impact of Communication Strategy on Launching New Products: The Moderating Role of Innovativeness

Publication

Journal of Product Innovation Management, vol. 20(1), pp. 4-21.

Co-author

Year

2003

Description

The 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 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: (1) product newness to the firm, (2) market newness to the firm, (3) product superiority to the customer, and (4) adoption difficulty for the customer.

Complete Citation

"The Impact of Communication Strategy on Launching New Products: The Moderating Role of Innovativeness," co-authored with Gina O'Connor, Journal of Product Innovation Management, vol. 20, No. 1, pp. 4-21, 2003. This paper is honored as the leading paper in that issue.

Website

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