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A Prelaunch Forecasting Model for New Products with an Application to the Satellite DMB Market in Korea  

Park, Yoon-Seo (전북대학교 경영학부)
Byun, Sang-Kyu (한국전자통신연구원 정보통신서비스연구단)
Publication Information
Korean Management Science Review / v.23, no.3, 2006 , pp. 41-61 More about this Journal
Abstract
This study is to propose a sales forecasting framework for new products in the prelaunch phase where no saies data are available. For the purpose we first develop an extended Bass model with the dynamic market potential and then propose an estimation method based on the market survey and scenario methodology. The proposed parameter estimation method is different from previous studies in that most of them have only Proposed the management judgments or analogies. We also apply the proposed model to satellite DMB market in Korea to verify the model.
Keywords
Forecasting; New Product; Market Survey; Satellite DMB;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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