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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

Conference

of the 2000 Product Development and Management Association (PDMA) International Conference at New Orleans, Louisiana, Oct 2000.

Year

2000

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 on performance due to technology fears and adoption resistance. The direction of this potential effect is ambiguous. 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 impacts of innovativeness to producers is different from that to consumers, and the differences have strategic impact when commercializing highly innovative products. In this study, product innovativeness is measured based on its impact on producers as well as on consumers. Using empirical results from 286 surveys of product managers, the authors explore how to communicate with customers under four different conditions of innovativeness, and how different communications strategies affect New Product Performance under each condition of innovativeness.

Complete Citation

"The Impact of Communication Strategy on Launching New Products: The Moderating Role of Innovativeness," co-authored with Gina O'Connor, Proceedings of the 2000 Product Development and Management Association (PDMA) International Conference at New Orleans, Louisiana, Oct 2000.

Website

See Faculty: Yikuan Lee

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