Rodr¡guez-Pinto, Javier; Guti‚rrez Cill n, Jes£s; … - Programa Interuniversitario de Doctorado en Nuevas … - 2006
This paper aims to examine whether order and scale of market entry influence a new product?s market and financial performance, and how marketing and R&D resources strengthen or weaken these effects. Through a mail survey, data were collected on a sample of 136 product launches by Spanish...