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The impact of brand equity and innovation on the long-term effectiveness of promotions

Slotegraaf, Rebecca J.; Pauwels, Koen - In: Journal of marketing research : JMR 45 (2008) 3, pp. 293-306

Persistent link: https://www.econbiz.de/10003724265

Sleeping with competitors : the impact of NPD phases on stock market reactions to horizontal collaboration

Wu, Qingsheng; Luo, Xueming; Slotegraaf, Rebecca J.; … - In: Journal of the Academy of Marketing Science 43 (2015) 4, pp. 490-511

Persistent link: https://www.econbiz.de/10011306302

Green claims and message frames : how green new products change brand attitude

Olsen, Mitchell C.; Slotegraaf, Rebecca J.; Chandukala, … - In: Journal of marketing 78 (2014) 5, pp. 119-137

Persistent link: https://www.econbiz.de/10010419892

Building an innovation base : exploring the role of acquisition behavior

Mishra, Saurabh; Slotegraaf, Rebecca J. - In: Journal of the Academy of Marketing Science 41 (2013) 6, pp. 705-721

Persistent link: https://www.econbiz.de/10010209573

Using product development information to spur the adoption of continuous improvement products

Ho-Dac, Nga N.; Kumar, Minu; Slotegraaf, Rebecca J. - In: Journal of the Academy of Marketing Science 48 (2020) 6, pp. 1156-1173

Persistent link: https://www.econbiz.de/10012386883

The long-term impact of new-product introductions and promotions on financial performance and firm value

Pauwels, Koen; Silva-Risso, Jorge M.; Srinivasan, Shuba; … - 2003 - Rev.

Year after year, managers strive to improve financial performance and firm value by marketing actions such as new product introductions and promotional incentives. The current study investigates the short-term and long-term impact of such marketing actions on financial metrics, including...

Persistent link: https://www.econbiz.de/10003755045

Product innovations, advertising spending, and stock returns ; Report No. 06-110

Srinivasan, Shuba; Pauwels, Koen; Silva-Risso, Jorge M.; … - In: MSI reports : working paper series (2006) 2, pp. 59-79

Persistent link: https://www.econbiz.de/10003346482

Product innovations, advertising, and stock returns

Srinivasan, Shuba; Pauwels, Koen; Silva-Risso, Jorge M.; … - In: Journal of marketing 73 (2009) 1, pp. 24-43

Persistent link: https://www.econbiz.de/10003815498

How CEO/CMO characteristics affect innovation and stock returns : findings and future directions

You, Ya; Srinivasan, Shuba; Pauwels, Koen; Joshi, Amit - In: Journal of the Academy of Marketing Science 48 (2020) 6, pp. 1229-1253

Persistent link: https://www.econbiz.de/10012386916

Combining big data and lean startup methods for business model evolution

Seggie, Steven H.; Soyer, Emre; Pauwels, Koen - In: AMS review : official publication of the Academy of … 7 (2017) 3/4, pp. 154-169

Persistent link: https://www.econbiz.de/10011824763