Rekabetçi pazarlarda optimal yeni ürün önduyuru zamanı

New products are essential for companies to live. These companies apply to different strategies for the new product to be successful in the markets. New product preannouncement is one of these strategies. It differs from other strategies taking place before the product's physical availability. New product preannouncement can be very beneficial for the product; however, companies should be careful with its timing because wrongly made preannouncement may harm the company as well. We examined the optimal new product preannouncement timing in this paper. In the monopoly case, the incumbent firm has an existing product and intends to launch a more profitable, higher quality new product to the market which the same number of customers join each period. We found out that the company should preannounce the new product immediately since it has a higher profit. Duopoly case is more complicated than the monopoly. A new company preannounces its new product to similarly shaped market as the monopoly case. Our findings showed that the incumbent firm should preannounce either immediately or at the same time as the innovator launches its product. Higher quality difference between the incumbent's existing and new products, later innovator launch and smaller converting rate to the innovator lead the company to preannounce immediately. Then, we examined the market with discounting and found out that discounting factor leads the company to preannounce later. Our next part includes an unreliable innovator company which may not launch its new product and this unreliability leads the incumbent company to preannounce immediately. Lastly, we ran an experiment to test the analytical model. This experiment did not fully support the model which directs us to the future research. The results indicates the lack of human factor in the analytical model.