The effect of marketing breadth and competitive spread on category growth
Year of publication: |
2022
|
---|---|
Authors: | Xiang, Yi ; Soberman, David A. ; Gatignon, Hubert A. |
Published in: |
Production and operations management : the flagship research journal of the Production and Operations Management Society. - London : Sage Publications, ISSN 1937-5956, ZDB-ID 2151364-8. - Vol. 31.2022, 2, p. 622-644
|
Subject: | competitive spread | diffusion | marketing breadth | pharmaceutical industry | product life cycle | Pharmaindustrie | Pharmaceutical industry | Produktlebenszyklus | Product life cycle | Wettbewerb | Competition |
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