The Surprising Breadth of Harbingers of Failure
نویسندگان
چکیده
Previous research has shown that there exist “harbinger customers,” who systematically purchase new products that fail (retailers discontinue them). We extend this finding in two ways. First, we show that there are also some zip codes that are “harbinger zip codes”. If households in these zip codes adopt a new product this is a signal that the new product will fail. Second, we show that households in these zip codes make choices that are systematically different from other households across a surprising array of decisions.
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