Essay one examines the strategies of supermarket me-too brands. Current research in marketing focuses mainly on the benefits of new feature introduction and overlooks the importance of feature imitation. The prevalence of me-too brands merits investigation. In our sample, for example, there are...

Pioneering a really new product is riskier than pioneering an incrementally new product. This is because there is greater uncertainty about the type and extent of customer needs that will be satisfied by a really new product. Further, there is also technological uncertainty whether the really...

The study consists of two essays investigating different aspects of e-tailing dynamics. The first one uses archival data from public sources on 335 online retailers. Business characteristics covered are order of market entry, single-channel e-tailer, and e-tailer age. After controlling for other...