Innovation sequences over iterated offerings : a relative innovation, comfort, and stimulation framework of consumer responses
Year of publication: |
2015
|
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Authors: | Heath, Timothy B. ; Chatterjee, Subimal ; Basuroy, Suman ; Hennig-Thurau, Thorsten ; Kocher, Bruno |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 79.2015, 6, p. 71-93
|
Subject: | product iterations | innovation | new products | brand management | movies | Innovation | Markenführung | Brand management | Produktentwicklung | New product development | Konsumentenverhalten | Consumer behaviour | Innovationsmanagement | Innovation management |
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