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Foucart, Renaud, Wan, Cheng and Wang, Shidong (2018) Innovations and technological comebacks. International Journal of Research in Marketing, 35 (1). pp. 1-14. ISSN 0167-8116

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Abstract

Motivated by the comeback of the vinyl, we explore the idea that the success of a third-generation technology (digital music) can have adverse effects on the second generation (CD) but positive effects on the first one (vinyl). This phenomenon arises in a market if the process of innovation is not transitive. In particular, we identify a condition such that the second generation completely substitutes the first one, the third generation completely substitutes the second one, but the first and the third generations have enough complementarities to coexist. Beyond the case of music industry, our model has implications on product positioning and product design.

Item Type:	Article
Keywords:	Brand rejuvenation; Comeback; Product positioning; Product design
Schools/Departments:	University of Nottingham, UK > Faculty of Social Sciences > Nottingham University Business School
Identification Number:	https://doi.org/10.1016/j.ijresmar.2017.11.002
Depositing User:	Eprints, Support
Date Deposited:	06 Feb 2018 11:45
Last Modified:	01 Jun 2019 04:30
URI:	https://eprints.nottingham.ac.uk/id/eprint/49583

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