Our model can also be easily extended to other timing decisions,
such as product lifetimes for technological products
and the geographic rollout of new products, among many
others. Beyond the timing domain, copula modeling may
prove to be extremely useful in other product line problems
wherein dependence within the product portfolio is likely,
a type of problem relevant in the retail industry. While this
study focuses only on the local market, future studies could
36 / Journal of Marketing, July 2016
examine a studio’s complete portfolio. Important dependencies
across markets may need to be considered, or different optimal
times in different countries may result from cultural factors.