Peer-reviewed
Managing new-product announcements in the computer industry
The authors examine the role of new-product announcements within the context of the new-product introduction process, focusing on the announcement process for mainframe computers. Using data from interviews with leading vendors and consultants, the article explores the extent to which the announcement process has been formalized within the industry as a defined set of prelaunch activities. Related issues, including announcement objectives, target audience, and media mix considerations are also discussed
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