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HD28 .M414 no.752-
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Urban, Glen L.
Karmasin, Helene
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Market Share Rewards to Pioneering Brands: An Empirical Analysis and Strategic Implications
Urban, Glen L.
;
Carter, Theresa
;
Gaskin, Steven
;
Mucha, …
- In:
Management Science
32
(
1986
)
6
,
pp. 645-659
, advertising, and
positioning
effectiveness. The coefficients of the entry, advertising, and
positioning
variables are significant …
Persistent link: https://www.econbiz.de/10009209320
Saved in:
2
New products: minimizing risks and miximizing creativity,
Hatch, Thomas E.
;
Urban, Glen L.
-
Sloan School of Management, Massachusetts Institute of …
-
1974
Persistent link: https://www.econbiz.de/10005574603
Saved in:
3
Dynamic Effects of the Order of Entry on Market Share, Trial Penetration, and Repeat Purchases for Frequently Purchased Consumer Goods
Kalyanaram, Gurumurthy
;
Urban, Glen L.
- In:
Marketing Science
11
(
1992
)
3
,
pp. 235-250
A time series cross-sectional analysis of 18 successful later entrants in 8 categories of consumer packaged goods over the period from October 1983 to January 1988 confirms previous empirical findings that, after correcting for differences in marketing effort, later entrants suffer a long-term...
Persistent link: https://www.econbiz.de/10008789765
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