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L3: Product Announcement (Elements of Press Release (Press release label,…

- - - - Actual (objective information)
      - Perceived (subjective information)
      - Anticipated (expectations of the future)
    - - Advertising
      - Preannouncement
      - Statements about market position
      - 'Vaporware'
        
        May violate antitrust laws
        
        May hurts credibility
  - - - Credibility/Reputation
      - Customer switching costs
      - Customer learning
      - External network establishment
      - Complement development stimulation
      - Attribute certainty
    - - Market dominance
      - Competition
      - Growth rate of market
      - Cannibalisation of new product