Ein spannender Einblick in die Psyche des modernen Verbrauchers für Marketingexperten und Werbungtreibende. Die Autoren haben das Verhalten von Testpersonen auf Einkaufserlebnisse und TV-Werbespots erforscht und beschreiben, wie sich das Konsumverhalten verändert hat. Sie unterscheiden...

Timing of entry and the decision to be a leader or follower in products or markets is a complex decision and empirical evidence suggests that first movers do not always 'capture' all the potential benefits from being first. Small firms in particular are faced with problems when deciding on...

An important aspect of strategic choke is whether to be a pioneer or a follower. This issue is especially important for small and medium sized enterprises (SMEs), potentially disadvantaged by scale in design, production and marketing. However, empirical evidence suggests that, in spite of their...