Exploring Product information leaks in marketing communications and product development
(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)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/1982650
- author
- Van Leeuwen, Remy and Hodbod, Jakub
- supervisor
- organization
- year
- 2011
- 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 00:00:00
- 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}},
language = {{swe}},
note = {{Student Paper}},
title = {{Exploring Product information leaks in marketing communications and product development}},
year = {{2011}},
}