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The Role of relational embeddedness in retail buyers' selection of new products
New products are considered critical for firms' long-term success. Many new products are sold to consumers through a retail channel, and their success is contingent on retailer acceptance and support. However, a Federal Trade Commission (2003) study found that retailers face considerable risk and costs in introducing new products because of these items' high failure rate. The findings indicate that buyer-salesperson and firm-firm relationships have a greater influence on new product acceptance when a new product's attractiveness is modest than when the new product is very unattractive or very attractive. At modest levels of attractiveness, the likelihood of new product acceptance can increase by as much as 60% when the buyer has a strong relationship with the salesperson and by approximately 30% if the firms have a strong relationship. The study provides insights into the complex interplay of marketing relationships and product attractiveness in new product selection by retail buyers and points to areas of further research..Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Retailing Selection studies Product introduction Professional relationships risk exposure Product acceptance |
| ISBN/ISSN | 222437 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |