This study investigates how a focal firm's supply chain reputation and product launch speed influences consumer and managerial responses to focal firms' product preannouncements, emphasizing how supply chain capabilities and competitive dynamics shape market interactions.
Using a behavioral supply chain approach, we conduct two vignette-based experiments simulating consumer and managerial decision-making within competitive smartphone market scenarios.
The results highlight that perceptions about a focal firm's supply chain reputation and competitive aggressiveness in the form of product launch speed encourage consumer willingness to wait for a preannounced product. Additionally, these factors prompt rival firms' managers to leverage their supply chain capabilities for competitive actions.
This research provides a novel integration of behavioral perspectives within supply chain management, expanding insights into how consumers and rival firms' managers respond to product preannouncements.
