Tellis, Gerard J.; Stremersch, Stefan; Yin, Eden - In: Marketing Science 22 (2003) 2, pp. 188-208
Sales takeoff is vitally important for the management of new products. Limited prior research on this phenomenon covers only the United States. This study addresses the following questions about takeoff in Europe: 1) Does takeoff occur as distinctly in other countries, as it does in the United...