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Neuproduktvorankndigungen
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Das Zeitfenster, welches zur Etablierung neuer Produkte am Markt zur Verfgung steht, wird stetig krzer. Zahlreiche Unternehmen greifen daher auf das Instrument der Produktvorankndigung zurck, um die Marktdurchdringung neuer Produkte zu beschleunigen. Auf Basis einer branchenbergreifenden Unternehmensbefragung und mehrerer experimenteller Studien untersucht Torsten Bornemann den Einfluss inhaltlicher Elemente von Produktvorankndigungen auf den Neuprodukterfolg und die Produktbeurteilung durch Kunden.
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