Hebblethwaite, Denisa; Parsons, Andrew G.; Spence, Mark T. - In: European Journal of Marketing 51 (2017) 11/12, pp. 1918-1937
Purpose Retailers may respond to a manufacturer discontinuing a brand or product range in three ways: not offering an … the discontinued brand – their preferred brand/product range ceased to exist. Design/methodology/approach All three … studies are quasi-experiments using scanner panel data. The product discontinuations examined are real events that took place …
