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Marketing’s roles in innovation in business-to-business firms : status, issues, and research agenda
Griffin, Abbie; Josephson, Brett W.; Lilien, Gary L.; … - In: Marketing letters : a journal of research in marketing 24 (2013) 4, pp. 323-337
Persistent link: https://www.econbiz.de/10010207200
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A Market Entry Timing Model for New Technologies
Kalish, Shlomo; Lilien, Gary L. - In: Management Science 32 (1986) 2, pp. 194-205
A central issue in new product development and planning is the market timing/entry decision. An entry too early may risk pushing an under-developed product into the marketplace, with possible negative results; however, a product/technology may sacrifice sales if entry is delayed too long. A...
Persistent link: https://www.econbiz.de/10009208849
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Mapping the Bounds of Incoherence: How Far Can You Go and How Does It Affect Your Brand?
Kayande, Ujwal; Roberts, John H.; Lilien, Gary L.; … - In: Marketing Science 26 (2007) 4, pp. 504-513
the multiattribute space, so they can optimize their product's positioning. Our model implies that a product that combines …
Persistent link: https://www.econbiz.de/10008788027