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Financial projections in innovation selection : the role of scenario presentation, expertise, and risk
Avagyan, Vardan; Camacho, Nuno; Van der Stede, Wim A.; … - In: International journal of research in marketing : IJRM ; … 39 (2022) 3, pp. 907-926
Persistent link: https://www.econbiz.de/10013399661
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The value of context-specific studies for marketing
Stremersch, Stefan; González, Jorge; Valenti, Albert; … - In: Journal of the Academy of Marketing Science 51 (2023) 1, pp. 50-65
Persistent link: https://www.econbiz.de/10013493135
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Reducing biases in advertising effectiveness research : new meta-analytic evidence
Korkames, Joseph; Stanley, Tom D.; Stremersch, Stefan - 2022
Persistent link: https://www.econbiz.de/10013532297
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Branded response to generic entry : detailing beyond the patent cliff
Hariharan, Vijay Ganesh; Landsman, Vardit; Stremersch, … - In: International journal of research in marketing : IJRM ; … 41 (2024) 3, pp. 567-588
Persistent link: https://www.econbiz.de/10015057567
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Inviting the amateurs into the studio : understanding how consumer engagement in product design creates value
Moreau, C. Page - In: The journal of product innovation management : an … 28 (2011) 3, pp. 409-410
Persistent link: https://www.econbiz.de/10008991426
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Toward a psychology of consumer creativity
Burroughs, James E.; Moreau, C. Page; Mick, David Glen - In: Handbook of consumer psychology, (pp. 1011-1038). 2008
Persistent link: https://www.econbiz.de/10003716652
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Thinking inside the box : why consumers enjoy constrained creative experiences
Dahl, Darren W.; Moreau, C. Page - In: Journal of marketing research : JMR 44 (2007) 3, pp. 357-369
Persistent link: https://www.econbiz.de/10003547551
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To each his own? : how comparisons with others influence consumers’ evaluations of their self‐designed products
Moreau, C. Page; Herd, Kelly B. - In: Journal of consumer research : JCR ; an … 36 (2009/10) 5, pp. 806-819
Persistent link: https://www.econbiz.de/10003945174
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The effect of experiential analogies on consumer perceptions and attitudes
Goode, Miranda R.; Dahl, Darren W.; Moreau, C. Page - In: Journal of marketing research : JMR 47 (2010) 2, pp. 274-286
Persistent link: https://www.econbiz.de/10003965470
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Facilitating and rewarding creativity during new product development
Burroughs, James E.; Dahl, Darren W.; Moreau, C. Page; … - In: Journal of marketing 75 (2011) 4, pp. 53-67
Persistent link: https://www.econbiz.de/10009270912