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~person:"Wilkie, Dean C. H."
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Reassessing product line breadth effectiveness : the role of heterogeneity, moderation, and cumulative effects
Wilkie, Dean C. H.
;
Mirzaei, Abas
;
Pham Ngoc Thien Anh
; …
- In:
Journal of business research : JBR
149
(
2022
),
pp. 434-447
Persistent link: https://www.econbiz.de/10013325627
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2
The line extension dilemma : greater difference of similarity to existing products?
Wilkie, Dean C. H.
;
Johnson, Lester W.
;
White, Lesley
- In:
The journal of brand management : an international journal
22
(
2015
)
6
,
pp. 534-550
Persistent link: https://www.econbiz.de/10011349924
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