The Dynamic Effect of Innovation on Market Structure

Journal of Marketing Research Vol. XLI (May 2004), 166–183 *Harald J. van Heerde is Associate Professor of Marketing, Faculty of Economics and Business Administration, Tilburg University (e-mail: [email protected]). Carl F. Mela is Associate Professor of Marketing, Fuqua School of Business, Duke University (e-mail: [email protected]). Puneet Manchanda is Associate Professor of Marketing, Graduate School of Business Administration, University of Chicago (e-mail: puneet.manchanda@ gsb.uchicago.edu). The authors thank the three anonymous JMR reviewers. They also thank Andre Bonfrer; Marnik Dekimpe; Koen Pauwels; seminar participants at Erasmus University, Dartmouth College, University of North Carolina, and Tilburg University; and participants at the Marketing Science conference in Maryland for feedback. They also thank Information Resources Inc. and Craig Stacey for providing the data. Van Heerde thanks the Netherlands Organization for Scientific Research for research support. Manchanda thanks the Kilts Center for Marketing and the Beatrice Foods Company Faculty Research Fund at the Graduate School of Business, University of Chicago, for research support. Gary Russell served as Guest Editor for this article. HARALD J. VAN HEERDE, CARL F. MELA, and PUNEET MANCHANDA*