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Mastering the complementarity between marketing mix and cutomer-focused capabilities to enhance new product performance

O'Cass, Aron; Heirati, Nima - In: The journal of business & industrial marketing 30 (2015) 1, pp. 60-71

Persistent link: https://www.econbiz.de/10010526569

Firm-hosted online brand communities and new product success

Gruner, Richard L.; Homburg, Christian; Lukas, Bryan A. - In: Journal of the Academy of Marketing Science 42 (2014) 1, pp. 29-48

Persistent link: https://www.econbiz.de/10010256716

Brand typicality and distant novel extension acceptance : how risk-reduction counters low category fit

Goedertier, Frank; Dawar, Niraj; Geuens, Maggie; … - In: Journal of business research : JBR 68 (2015) 1, pp. 157-165

Persistent link: https://www.econbiz.de/10010433154

Consumer evaluation in new products : the perspective of situational strenght

Chang, Aihwa; Tseng, Timmy H. - In: European journal of marketing : EJM 49 (2015) 5/6, pp. 806-826

Persistent link: https://www.econbiz.de/10011298083

What brand do I use for my new product? : the impact of new product branding decisions on firm value

Kovalenko, Larisa; Sorescu, Alina; Houston, Mark B. - In: Journal of the Academy of Marketing Science 50 (2022) 2, pp. 338-365

Persistent link: https://www.econbiz.de/10012819760

“Natural” New Products and Brand Distribution

Olsen, Mitchell - 2020

Persistent link: https://www.econbiz.de/10012826770

Innovation from virtual brand community members may only be virtually effective

Barretta, Paul G.; Firat, A. Fuat - In: International journal of internet marketing and … 16 (2022) 1/2, pp. 186-202

Persistent link: https://www.econbiz.de/10013041216

Why do some new products fail? : evidence from the entry and exit of Vanilla Coke

Clark, Robert; Gong, Yiran - 2021

The analysis of new product introduction using discrete-choice demand models has focused on successful products (e.g. the minivan) and their welfare impacts. Instead, we apply this approach to unsuccessful products to provide insight into the reasons for their failure. Our case study is the...

Persistent link: https://www.econbiz.de/10012670911

Private label consumers and national brand new products : an empirical investigation

Sinapuelas, Ian Clark - In: Advances in National Brand and Private Label Marketing …, (pp. 27-35). 2018

Persistent link: https://www.econbiz.de/10013276246

How less congruent new products drive brand engagement : the role of curiosity

Gerrath, Maximilian H. E. E.; Biraglia, Alessandro - In: Journal of business research : JBR 127 (2021), pp. 13-24

Persistent link: https://www.econbiz.de/10012494346

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