Is there a negative relationship between the order-of-brand entry and market share?
Year of publication: |
June 2016
|
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Authors: | Wilkie, Dean C. H. ; Johnson, Lester W. |
Published in: |
Marketing letters : a journal of research in marketing. - Dordrecht [u.a.] : Springer, ISSN 0923-0645, ZDB-ID 1031012-5. - Vol. 27.2016, 2, p. 211-222
|
Subject: | Order-of-entry effect | Marketing generalization | Follower | Market share leader | Marktanteil | Market share | Markteintritt | Market entry | Marketing | Theorie | Theory |
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