Harbingers of Failure
The authors identify customers, termed “Harbingers of failure,” who systematically purchase new products that flop. Their early adoption of a new product is a strong signal that a product will fail—the more they buy, the less likely the product will succeed. Firms can identify these customers throug...
| Main Authors: | , , , |
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| Other Authors: | |
| Format: | Article |
| Language: | en_US |
| Published: |
2017
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| Online Access: | http://hdl.handle.net/1721.1/111114 https://orcid.org/0000-0003-2758-0116 https://orcid.org/0000-0002-1847-4832 |