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Harmful upward line extensions : can the launch of premium products result in competitive disadvantages?
Caldieraro, Fabio; Kao, Ling-Jing; Cunha, Marcus - In: Journal of marketing 79 (2015) 6, pp. 50-70
Persistent link: https://www.econbiz.de/10011410749
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When to take or forgo new product exclusivity : balancing protection from competition against word-of-mouth spillover
Peres, Renana; Van Den Bulte, Christophe - In: Journal of marketing 78 (2014) 2, pp. 83-100
Persistent link: https://www.econbiz.de/10010345569
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Innovation sequences over iterated offerings : a relative innovation, comfort, and stimulation framework of consumer responses
Heath, Timothy B.; Chatterjee, Subimal; Basuroy, Suman; … - In: Journal of marketing 79 (2015) 6, pp. 71-93
Persistent link: https://www.econbiz.de/10011410751
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University knowledge inside : how and when university-industry collaborations make new products more attractive to consumers
Maier, Lukas; Schreier, Martin; Baccarella, Christian V.; … - In: Journal of marketing 88 (2024) 2, pp. 1-20
Persistent link: https://www.econbiz.de/10014582889