NEW PRODUCT ANNOUNCEMENT SIGNALS AND INCUMBENT REACTIONS

The authors focus on NPA signals, which they define as new product ann ouncements in advance of market introduction. They develop a set of hy potheses regarding incumbent reactions to NPA signals and test them in a field study among managers in the United States and the United King dom. The authors' findings provide a characterization of the factors a ffecting the likelihood of competitive response to NPA signals and sug gest a set of managerial implications.