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Exploring Product information leaks in marketing communications and product development

Van Leeuwen, Remy and Hodbod, Jakub (2011)
Department of Business Administration
Abstract
Purpose: The purpose of this thesis is to explore the phenomenon of Product information leaks and to address whether it can be used as tool in marketing communications and new product development. Methodology: This qualitative exploratory study has studied the phenomenon product information leaks using two case studies (Apple iPad and Sony Ericsson Xperia Play) from the telecommunications and gaming industry. Data from online conversations about product information leaks were gathered and managed by utilization of netnography and analysed through the method of building-theory from cases. Theoretical perspectives: New Product Development, Integrated Marketing Communications, Product Life Cycle, Brand Equity, Viral marketing Empirical... (More)
Purpose: The purpose of this thesis is to explore the phenomenon of Product information leaks and to address whether it can be used as tool in marketing communications and new product development. Methodology: This qualitative exploratory study has studied the phenomenon product information leaks using two case studies (Apple iPad and Sony Ericsson Xperia Play) from the telecommunications and gaming industry. Data from online conversations about product information leaks were gathered and managed by utilization of netnography and analysed through the method of building-theory from cases. Theoretical perspectives: New Product Development, Integrated Marketing Communications, Product Life Cycle, Brand Equity, Viral marketing Empirical foundation: The empirical data was gathered from the online conversations about Product information leaks of the products from the case studies as found in the context of articles and videos on selected websites (MacRumors.com, Ign.com, Engadget.com, and YouTube.com). Overall 11,427 comments were considered. Conclusions: Product information leaks might be fully employed as a tool in (integrated) marketing communications and help the organisations during selected stages of new product development. The phenomenon can be categorised as a below-the-line and viral type of advertising. Furthermore possible implications on the initial phases of product life cycle are suggested. The exploration resulted into conceptualization of a novel theoretical framework of the phenomenon, serving as possible guidance for practitioners and contributing to existing very limited theoretical knowledge. (Less)
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author
Van Leeuwen, Remy and Hodbod, Jakub
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
Product information leaks, Marketing communications, New product development, Explorative study, Viral marketing, Management of enterprises, Företagsledning, management
language
Swedish
id
1982650
date added to LUP
2011-06-01
date last changed
2012-04-02 19:02:52
@misc{1982650,
  abstract     = {Purpose: The purpose of this thesis is to explore the phenomenon of Product information leaks and to address whether it can be used as tool in marketing communications and new product development. Methodology: This qualitative exploratory study has studied the phenomenon product information leaks using two case studies (Apple iPad and Sony Ericsson Xperia Play) from the telecommunications and gaming industry. Data from online conversations about product information leaks were gathered and managed by utilization of netnography and analysed through the method of building-theory from cases. Theoretical perspectives: New Product Development, Integrated Marketing Communications, Product Life Cycle, Brand Equity, Viral marketing Empirical foundation: The empirical data was gathered from the online conversations about Product information leaks of the products from the case studies as found in the context of articles and videos on selected websites (MacRumors.com, Ign.com, Engadget.com, and YouTube.com). Overall 11,427 comments were considered. Conclusions: Product information leaks might be fully employed as a tool in (integrated) marketing communications and help the organisations during selected stages of new product development. The phenomenon can be categorised as a below-the-line and viral type of advertising. Furthermore possible implications on the initial phases of product life cycle are suggested. The exploration resulted into conceptualization of a novel theoretical framework of the phenomenon, serving as possible guidance for practitioners and contributing to existing very limited theoretical knowledge.},
  author       = {Van Leeuwen, Remy and Hodbod, Jakub},
  keyword      = {Product information leaks,Marketing communications,New product development,Explorative study,Viral marketing,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Exploring Product information leaks in marketing communications and product development},
  year         = {2011},
}