Eliashberg, Jehoshua; Elberse, Anita; Leenders, Mark A.A.M. - In: Marketing Science 25 (2006) 6, pp. 638-661
The motion picture industry has provided a fruitful research domain for scholars in marketing and other disciplines. The industry has high economic importance and is appealing to researchers because it offers both rich data that cover the entire product lifecycle for many new products and...