An Empirical Comparison of Awareness Forecasting Models of New Product Introduction

1 August 1984

journal article
Published by Institute for Operations Research and the Management Sciences (INFORMS) in Marketing Science

Vol. 3 (3) , 179-197
https://doi.org/10.1287/mksc.3.3.179

Abstract

Five awareness forecasting models embedded in their respective new product introduction models are compared. Conditions which govern the differences in the awareness estimates provided by the various models are delineated. Managerial implications of the results are discussed.

Keywords

AWARENESS FORECASTING
PRODUCT INTRODUCTION
NEW PRODUCT
ESTIMATES PROVIDED
EMPIRICAL COMPARISON
INTRODUCTION MODELS
MANAGERIAL IMPLICATIONS
RESPECTIVE NEW

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