How common is new product failure and when does it vary?

Victory, Kirsten; Nenycz‐Thiel, Magda; Dawes, John; Tanusondjaja, Arry; Corsi, Armando Maria

doi:10.1007/s11002-021-09555-x

Cited by 25 publications

(27 citation statements)

References 33 publications

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“…The biggest limitation is that all brand extensions examined were successful extensions, in that they were available to purchase and had not been pulled from retail shelves. As found by Victory et al (2021), 37% of new products fail within the first 2 years, therefore extensions analysed in this thesis do not represent all extensions released. This survivor bias may inflate the average level of cross-category sharing all extensions achieve as it is may be that unsuccessful extensions (those pulled from shelves) experienced lower levels of cross-category sharing.…”

Section: Resultsmentioning

confidence: 99%

How loyalty extends across product categories

Grasby

Corsi

Dawes

et al. 2021

J of Consumer Behaviour

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Fifty years ago, Gerald Goodhardt's analysis of audience duplication across television programs led to the discovery of the Duplication of Viewing law. This law was then extended to describe and predict customer sharing within product categories: the Duplication of Purchase Law. Many replications and extensions documented the lawlike status of this generalisation, providing important insight into how brands compete and the composition of consumers' repertoires. In this article we build on that seminal research, using Duplication of Purchase as an analytical method to measure loyalty across categories, or, in other words, the purchasing of brand extensions.Brand extensions are commonly cited as a way to capitalise on brand equity, and when asked, respondents often report high intentions to purchase brand extensions.However, the actual cross category buying of brand extensions has not been systematically examined. In this research we analyse panel data to understand whether purchasing a brand in one category does in fact increase the likelihood of a brand being bought in a second category. The study finds that a consumer who purchases from two categories is on average 2.4 times more likely to purchase a brand extension in the second category if they had purchased the same brand in the other category. This effect is larger for brands spanning similar, or complementary categories. Therefore, for many brand extensions the cross-category loyalty effect is much more modest.

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Section: Resultsmentioning

confidence: 99%

How loyalty extends across product categories

Grasby

Corsi

Dawes

et al. 2021

J of Consumer Behaviour

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“…Finally, reviewing the PD literature shows that strategy or “comprehensive strategic insight” related to PD is a pivotal issue that still remains largely unclear in academia and marketing practices (Yilmaz et al , 2016). This is true even though clear PD strategies – based on relevant theories – help designers and marketers to achieve more success in a competitive product market that has both high R&D costs and a high failure rate (Victory et al , 2021).…”

Section: Link 4: Strategies Related To Product Design and Consumer Re...mentioning

confidence: 99%

The missing link in the evolution of product design: a strategy roadmap towards product development success

Sameti

2022

JPBM

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Purpose The literature on product design/development (PD) has attempted to understand the consumer but has not provided a comprehensive framework for product marketers and designers. Thus, this paper aims to compile and link the main topics in the literature on PD to create a foundation for strategic development in this field. Design/methodology/approach This research adopted a “fit-for-purpose” methodology, a cross-referencing method and a meta-narrative approach that are appropriate for reviewing studies in a field involving complex topics and areas in which the literature is still developing. Findings To enhance the quality of product development, there is a need for PD strategy based on a clear understanding of many factors: the consumer; the complex interrelations among a product’s values, dimensions and personalities; PD theories; and other related variables. Practical implications This study found that PD studies should concentrate more on codifying strategies to enhance product development success. This is particularly important in view of consumers’ varied and changeable tastes in the global market and the differing insights of product marketers and designers. Originality/value This comprehensive systematic review is a unique study that contributes to future business-to-consumer and business-to-business research by compiling scattered and hidden strategies, theories and variables in the PD/development literature.

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“…The introduction of eco-friendly new or modified products is emerging as a popular strategy among the wide variety of green marketing activities (Bonini and Oppenheim 2008;Olsen et al 2014;Victory et al 2021). Companies in the fast-moving consumer goods (FMCG) industry in particular are taking advantage of this phenomenon (Durif et al 2010;Olsen et al 2014).…”

Section: Introductionmentioning

confidence: 99%

“…It is beyond doubt that corporations widely apply brand extension strategy; however, both success and failure can still be observed (Victory et al 2021). An extension can be categorized as successful if it has "not been pulled from retail shelves" (Grasby et al 2021, p. 9).…”

Section: Introductionmentioning

confidence: 99%

Practices of brand extensions and how consumers respond to FMCG giants’ greening attempts

et al. 2022

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We aim for a deeper understanding of how the theory of green brand extension is effectively used in brand management practice. Therefore, we conducted three consecutive studies to unfold corporate activities as well as consumer perceptions.(1) Employing a qualitative content analysis, we explore and explicate characteristics of 37 green brand extensions. (2) We discuss green brand extensions in four focus groups and categorize facets of consumer skepticism. (3) To deepen and triangulate the findings, we conduct 50 interviews with consumers with a wide range of environmental involvement. Our theoretical sampling offers rich insights into perspectives of consumers, however, limited to personal reflections on a subset of brands in the German FMCG market. First, we unveil three characteristics of green brand extensions, based on their benefits and beneficiaries. Moreover, we emphasize that in contrast to the original brand extension theory, the main image transfer is intended to focus on reverse greening effects. Second, we note that consumer responses reflect various categories of skepticism around FMCG giants as originators of such extensions as well as their underlying intentions. In addition, we interpret different effects of ecolabeling linked to its sender. Third, we empirically demonstrate that consumers with a higher environmental involvement can be expected to scrutinize green brand extensions more critically. Moreover, we describe consumer perceptions and evaluations linked to brand loyalty and brand knowledge.

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How common is new product failure and when does it vary?

Cited by 25 publications

References 33 publications

How loyalty extends across product categories

How loyalty extends across product categories

The missing link in the evolution of product design: a strategy roadmap towards product development success

Practices of brand extensions and how consumers respond to FMCG giants’ greening attempts

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