Abstract
This paper develops a typology for market windows with the objective of providing insights on the proper timing of new product launches across multiple generations. The typology is based on the concepts of rhythms for a market's receptivity for new products as well as a firm's new product launch readiness.
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Dacko, S.G., Furrer, O., Liu, B.SC., Sudharshan, D. (2015). A Typology of Market Windows and Antecedents of Firm Readiness in the Launching of Multiple Generations of New Products. In: Spotts, H. (eds) Proceedings of the 2002 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11882-6_24
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