Lessons from new product failures: Five case studies

Sarin, Sharad; Kapur, Gour M.

doi:10.1016/0019-8501(90)90002-d

Cited by 18 publications

(10 citation statements)

References 19 publications

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“…Extant literature suggests that Indian consumers are resistant to innovations (Sarin and Kapur, 1990;Choo et al, 2004). However, the findings of the present study indicate that if innovativeness relates to providing relevant solutions to consumers' latent needs, then they are likely to be accepted by Indian mothers.…”

Section: Discussionmentioning

confidence: 55%

“…Furthermore, communication strategies should aim to reflect consistency in brand promises and messages, as this reflects predictability on the part of the brand. Extant literature suggests that Indian consumers are resistant to innovations (Sarin and Kapur, 1990;Choo et al, 2004). However, the findings of the present study indicate that if innovativeness relates to providing relevant solutions to consumers' latent needs, then they are likely to be accepted by Indian mothers.…”

Section: Discussionmentioning

confidence: 55%

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Antecedents and moderators of brand trust in the context of baby care toiletries

Srivastava

Dash

Mookerjee

2015

Journal of Consumer Marketing

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Purpose – This paper aims to empirically examine the distinct antecedents of cognitive and affective brand trust in the context of baby care toiletry brands. Further, the moderating role of the mother’s personality traits on the relationship between brand trust and its antecedents is investigated. Design/methodology/approach – The study methodology involves two phases: exploratory and descriptive. The exploratory phase, with the support of a focused literature review, results in a theoretical framework that is later validated through the survey-based empirical phase. Findings – The study finds that brand predictability and brand innovativeness are antecedents of cognitive brand trust, whereas brand intimacy is a driver of affective brand trust. The study confirms that agreeableness positively moderates the relationship between brand intimacy and affective brand trust, whereas conscientiousness positively moderates the relationship between brand predictability and cognitive brand trust. Practical implications – The study recommends marketing strategy approaches for baby care product companies, including the essential factors they must keep in mind for promoting their brand and winning the trust of mothers. Originality/value – The study is among the few empirical investigations that examine the role of the moderating effect of personality traits on the relationship between brand trust and its antecedents, in the little-researched context of the high perceived risk category of baby care toiletry products in an emerging-market context.

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Section: Discussionmentioning

confidence: 55%

Section: Discussionmentioning

confidence: 55%

Antecedents and moderators of brand trust in the context of baby care toiletries

Srivastava

Dash

Mookerjee

2015

Journal of Consumer Marketing

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“…Authors publishing multiple case studies in Industrial Marketing Management have adopted three practices (or mixes of each) to data presentation: cross-case tables (e.g., Matthyssens and Faes, 1985), presenting summaries of each single case and then discussing key themes (e.g., Sarin and Kapur, 1990), and using snippets from a range of cases to support propositions or key themes (e.g., Alam, 2006;Beverland, 2005;Holden, 1991;Mason, Doyle, and Wong, 2006). By themselves, each practice can present problems.…”

Section: Methods Including Sampling Decisions Data Collection Toolsmentioning

confidence: 99%

What makes a good case study? A positivist review of qualitative case research published in Industrial Marketing Management, 1971–2006

Beverland

Lindgreen

2010

Industrial Marketing Management

263

165

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Business-to-business (B2B) marketing has a long tradition of using qualitative case studies.Industrial Marketing Management, for example, has actively encouraged the use of qualitative case study methods, resulting in many important theoretical advances in B2B marketing.However, debate still rages over the nature of "research quality" in qualitative case studies.Based on an analysis of 105 case-based articles appearing in the period in IndustrialMarketing Management, we analyze how authors address research quality. As a result of our analysis, we recommend that qualitative case researchers need to address explicitly epistemological stance and issues of research quality; methods, including sampling decisions, data collection tools, and analysis; and, finally, triangulation of data, methods, and researchers.

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“…1 and verified during pilot studies using the questionnaires. The literature was reviewed for previously used items that met the description of the key dimensions of the antecedent constructs of interest, as well as the dependent constructs of interest here (Cooper, 1981;Cooper & Kleinschmidt 1987;Dwyer & Mellor, 1991;Hodock, 1990;Hopkins, 1980;Link, 1987;Maidique & Zirger, 1985;Sarin & Kapur, 1990;Song & Parry, 1997a;Souder, 1987Souder, , 1994Yap & Souder, 1994;Zirger & Maidique, 1990). Respondents expressed their perceptions of each item included in the scale using a Likert-type scale of 1 to 5, where 1 indicates that they "strongly disagree" and 5 indicates that they "strongly agree".…”

Section: Research Instrument Developmentmentioning

confidence: 99%

Best new product development and management practices in the Korean high-tech industry

Song

Noh

2006

Industrial Marketing Management

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Lessons from new product failures: Five case studies

Cited by 18 publications

References 19 publications

Antecedents and moderators of brand trust in the context of baby care toiletries

Antecedents and moderators of brand trust in the context of baby care toiletries

What makes a good case study? A positivist review of qualitative case research published in Industrial Marketing Management, 1971–2006

Best new product development and management practices in the Korean high-tech industry

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