Working Papers

Will It Ever Fly? Modeling the Takeoff of Really New Consumer Durables

Peter N. Golder and Gerard J. Tellis

Jan 1, 1997

Analyzes takeoff-or dramatic increase in sales-in really new consumer durables. Examines time-to-takeoff as well as price reduction, nominal price, and penetration at takeoff. Offers a model for predicting takeoff one year ahead and at product’s introduction.

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