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Don’t Hurry, Be Happy! The Bright Side of Late Product Release Marketing Science Received: August 27, 2023 Revised: December 19, 2023; March 18, 2024 Accepted: March 22, 2024 Published Online: April 30, 2024 研究团队 Mushegh Harutyunyan Department of Analytics, Operations and Marketing, Imperial College Business School, Imperial College London, London SW7 2AZ, UnitedKingdom. m.harutyunyan@imperial.ac.uk, Chakravarthi Narasimhan Olin Business School, Washington University in St. Louis, St. Louis, Missouri 63130. narasimhan@wustl.edu 研究背景 传统观念认为,在竞争激烈的市场中,企业会希望尽快发布产品,以避免让竞争对手抢占先机。然而,也有一些企业并不热衷于加快产品发布速度,即使其竞争对手已经发布了产品。例如,在美国游戏机市场,世嘉于1995年5月率先发布了CD-ROM土星游戏机。当时,索尼已经在一些市场发布了自己的CD-ROM 游戏机(PlayStation),但
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