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Supporting New Product Launches With Social Media Communication and Online Advertising : Sales Volume and Profit Implications
Gruner, Richard L.; Vomberg, Arnd; Homburg, Christian; … - In: Journal of Product Innovation Management 36 (2018) 2, pp. 172-195
Persistent link: https://www.econbiz.de/10012094800
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Steering the Sales Force for New Product Selling
Homburg, Christian; Hohenberg, Sebastian; Hahn, Alexander - In: Journal of Product Innovation Management 36 (2018) 3, pp. 282-304
Persistent link: https://www.econbiz.de/10012094801
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The Role of Departmental Thought Worlds in Shaping Escalation of Commitment in New Product Development Projects
Weeth, Alexander; Prigge, Jana‐Kristin; Homburg, Christian - In: Journal of Product Innovation Management 37 (2019) 1, pp. 48-73
Persistent link: https://www.econbiz.de/10012094831
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Saving money or losing face? An international study on social stigmatization in discount stores
Homburg, Christian; Ukrainets, Kateryna - In: Psychology & Marketing 38 (2021) 5, pp. 908-932
Persistent link: https://www.econbiz.de/10012535716
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Fight or flight : Can marketing tools help consumers cope with self‐discrepancies and social identity threat?
Ukrainets, Kateryna; Homburg, Christian - In: Journal of Consumer Behaviour 20 (2021) 6, pp. 1591-1604
Persistent link: https://www.econbiz.de/10012632432