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| On Release Frequency of New Product Information during Developing |
| Li Zan,Wu Qingsheng |
| Antai College of Economics Mnagement,Shanghai Jiao Tong University,Shanghai 200052,China |
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Abstract Drawing on Signal Theory and Efficient Market Theory,basing on samples of new product projects conducted by public-listed firms in China,we studied strategy of release frequency of new product information during developing process and its market effect,using methods of event study and regression analysis.Results demonstrated that,release frequency has inverted U-shape effect on new product value,and innovativeness of new product positively modifies effect of release frequency on new product value,and collaborating with business partners in developing process negatively modifies effect of release frequency on new product value.Results have implications to firm executives in new product development.
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2013, Vol. 1 
