Ma, Judy; Huang, Dongling; Markovitch, Dmitri G.; … - In: European Journal of Marketing 52 (2018) 9/10, pp. 1956-1980
Purpose: This paper aims to investigate the moderating impacts of seasonality on the effectiveness of new product commercialization strategies in short-lifecycle markets. The authors contextualize their theory in the vast and culturally significant entertainment industry sector and contrast the...