Asymmetric consequences of radical innovations on category representations of competing brands
Year of publication: |
January 2016
|
---|---|
Authors: | Bagga, Charan K. ; Noseworthy, Theodore J. ; Dawar, Niraj |
Published in: |
Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology. - Hoboken, NJ : Wiley, ISSN 1057-7408, ZDB-ID 1109529-5. - Vol. 26.2016, 1, p. 29-39
|
Subject: | Dominant brands | Radical innovation | Categorization | Innovationsmanagement | Innovation management | Markenführung | Brand management | Innovation |
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