Department of Management
Permanent URI for this collectionhttp://localhost:4000/handle/123456789/1930
Browse
7 results
Search Results
Item Dynamic Optimal Advertising Expenditure Strategies for Two Successive Generations of High Technology Products(World Scientific, 2009) Chanda, UdayanAdvertising plays a very important role in drawing consumer attention to new-products and in encouraging early adoptions. The problem of drawing optimal advertising plans for innovations have therefore has received a lot of attention from marketing managers and researchers. But there is need for further research on problems pertaining to new-products that are part of technological generations. This chapter deals with the determination of optimal advertising expenditure for two-generation consumer durables. The model considers intergenerational diffusion effect and also introduces a framework for modeling innovation diffusion for two competing generations.Item A model for adoption of successive generations of a high technology product(Inder Science, 2007) Chanda, UdayanModelling the new product sales growth and forecasting future sales has been an important area of research in Marketing Science. Models have been proposed to map the consumer buying behaviour against explanatory variables such as price, promotional effort, quality, time, etc. In comparison, high technology products have received less attention. These products usually have many generations, each succeeding generation being an improvement over the previous one. This paper discusses some well-known models in this area and also proposes a new one. The new model uses the relationship between the repeat purchasers and the new purchasers in the overall diffusion of a new technology over multiple generations, by separately identifying the two types of adopters. This model has been validated on sales-data and has also been compared to an established model.Item A study of the diffusion parameters and marketing decision variables for a family of technological innovations(Inder Science, 2008) Chanda, UdayanBusiness organisations introduce new products in the market to beat competition and increase profit. For high-technology products, continuous innovations promise better performance, feature enhancements and quality improvement. Often, consecutive technology generations compete in the market, which calls for synergistic decision-making on marketing variables. At around the time of its introduction, the time path of prices for two competing technologies can show interesting patterns vis-a-vis their sales. It is important to understand the influence of marketing variables on consumer psychology to predict the adoption process of new technology. This paper focuses on studying the relative changes in diffusion parameters and marketing decision variables through sales models developed for multiple-generation productsItem Modelling innovation and imitation sales of products with multiple technological generations(Elsevier, 2008) Chanda, UdayanMajority of consumer durables have multiple technological generations. Each succeeding generation offers some innovative performance enhancements, feature additions etc. distinguishing itself from the past releases. Therefore the consumer's attitude towards each of them can be very different. There is a need to understand consumer psychology and have accurate measure to predict the adoption process of new technology. Mathematical models have proved to be ideal tools to explain the past purchasing-behavior and also for forecasting. This paper focuses on studying the relative changes of diffusion parameters for both first time purchasers and upgraders along with developing a more general sales model for multiple technology generation products. The proposed model explicitly identifies different groups of purchaser viz. first timers and repeaters (upgraders).Item A Model for First and Substitution Adoption of Successive Generations of a Product(ACTA Press, 2008) Chanda, UdayanModelling the new product sales growth and forecasting the future sales has been an important area of research in Marketing Science. Models have been proposed to map the consumer buying behaviour against explanatory variables like price, promotional effort, quality, time, etc. In comparison high technology products have received less attention. The proposed model uses the relationship between the repeat purchasers and the new purchasers in the overall diffusion of a new technology over multiple generations, by separately identifying the two types of adopters. It also includes the adopters skipping an intermediate generation while buying two different generation products. The proposed model imbibes the features of some well- known model and has been validated on historical data.Item A mathematical model for diffusion of products with multiple generations(Inder Science, 2009-01) Chanda, UdayanModelling the new product sales growth and forecasting the future over the product life-cycle has been an important area of research in Marketing. Many models on this topic have also been extended for describing the diffusion of products having multiple technological generations. But factors influencing diffusion of such products are very distinctive and therefore the modelling approach needs to be different. This paper proposes a model that improves upon some well-know models to study the sales growth of successive generation of products. The model has been validated on a sales-data and has also been compared with an established model.Item Dynamic Optimal Control Policy in Price and Quality for High Technology Product(World Scientific, 2008-04) Chanda, UdayanThis paper studies optimal control policies of quality level and price for the introduction of a new product with two competing technology generations in a dynamic environment and also proposes a new model in this regard. Lots of work has been done to study the optimal policies pertaining to explanatory variables like price, promotional effort, quality, time etc. In comparison high technology products have received less attention. The proposed model is a combination of diffusion models and the cost function, which is capable of estimating the future profit trends. The new model uses the relationship between the repeat purchasers and the new purchasers in the overall diffusion of a new technology over multiple generations, by separately identifying the two types of adopters.