While there has been much debate in the reference pricing literature on the most appropriate conceptualization of internal reference price used by consumers in evaluating deals, the question of whether consumers may use different internal reference prices at different stages of the purchase...

Current research on brand alliances has focused primarily on alliances between two known, national brands. However, there is significant benefit to both parties in an alliance between a national brand and a private brand. Such alliances are gaining importance in the industry but have not been...

How do firms adjust sales management strategy for new product launch? Does sales management strategy change more radically for different types of new products such as new-to-the-world products versus product revisions? Because firms introducing a new product rely considerably on their sales...