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 |
| _version_ | 1826192974777679872 |
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| author | Anderson, Eric Lin, Song Simester, Duncan Tucker, Catherine Elizabeth |
| author2 | Sloan School of Management |
| author_facet | Sloan School of Management Anderson, Eric Lin, Song Simester, Duncan Tucker, Catherine Elizabeth |
| author_sort | Anderson, Eric |
| collection | MIT |
| description | 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 through past purchases of either new products that failed or existing products that few other customers purchase. The authors discuss how these insights can be readily incorporated into the new product development process. The findings challenge the conventional wisdom that positive customer feedback is always a signal of future success. |
| first_indexed | 2024-09-23T09:32:02Z |
| format | Article |
| id | mit-1721.1/111114 |
| institution | Massachusetts Institute of Technology |
| language | en_US |
| last_indexed | 2024-09-23T09:32:02Z |
| publishDate | 2017 |
| record_format | dspace |
| spelling | mit-1721.1/1111142022-09-26T12:06:11Z Harbingers of Failure Anderson, Eric Lin, Song Simester, Duncan Tucker, Catherine Elizabeth Sloan School of Management Simester, Duncan Tucker, Catherine Elizabeth 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 through past purchases of either new products that failed or existing products that few other customers purchase. The authors discuss how these insights can be readily incorporated into the new product development process. The findings challenge the conventional wisdom that positive customer feedback is always a signal of future success. 2017-09-01T19:46:57Z 2017-09-01T19:46:57Z 2015-10 Article http://purl.org/eprint/type/JournalArticle 0022-2437 1547-7193 http://hdl.handle.net/1721.1/111114 Anderson, Eric,et al. “Harbingers of Failure.” Journal of Marketing Research 52, 5 (October 2015): 580–592. American Marketing Association https://orcid.org/0000-0003-2758-0116 https://orcid.org/0000-0002-1847-4832 en_US http://dx.doi.org/10.1509/jmr.13.0415 Journal of Marketing Research Creative Commons Attribution-Noncommercial-Share Alike http://creativecommons.org/licenses/by-nc-sa/4.0/ application/pdf Prof. Simester via Shikha Sharma |
| spellingShingle | Anderson, Eric Lin, Song Simester, Duncan Tucker, Catherine Elizabeth Harbingers of Failure |
| title | Harbingers of Failure |
| title_full | Harbingers of Failure |
| title_fullStr | Harbingers of Failure |
| title_full_unstemmed | Harbingers of Failure |
| title_short | Harbingers of Failure |
| title_sort | harbingers of failure |
| url | http://hdl.handle.net/1721.1/111114 https://orcid.org/0000-0003-2758-0116 https://orcid.org/0000-0002-1847-4832 |
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