Tsang, Eric W. K. - In: Marketing Science 28 (2009) 5, pp. 999-1000
In the response to my commentary on his 2007 editorial entitled “It's the Findings, Stupid, Not the Assumptions,” Steven Shugan raises a number of thought-provoking ideas. In this rejoinder, I focus on three issues that Shugan and I hold the most divergent views. First, while Shugan uses the...