Modeling the Decision to Add New Products by Channel Intermediaries
- 1 January 1989
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 53 (1), 80-88
- https://doi.org/10.1177/002224298905300107
Abstract
Using data collected on new products presented to a major channel intermediary, the authors estimate logistic regression models to describe the intermediary's accept/reject decisions for those products. Results indicate how different variables influence those decisions. The logistic model is shown to fit extremely well with excellent validation performance. Implications of these results for marketing strategies and for improving performance of the marketing system are discussed.Keywords
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