Certaines entreprises annoncent à l'avance le lancement de leurs nouveaux produits. Par une analyse des recherches antérieures, cet article étudie les conséquences d'une telle pratique sur l'accueil réservé au produit préannoncé et sur les ventes des produits déjà présents sur le marché. Il identifie également les caractéristiques des annonces préalables susceptibles d'influencer leurs effets.
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