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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
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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
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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