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—: A Multicategory Brand Equity Model and Its Application at Allstate
Shankar, Venkatesh; Azar, Pablo; Fuller, Matthew - In: Marketing Science 27 (2008) 4, pp. 567-584
We develop a robust model for estimating, tracking, and managing brand equity for multicategory brands based on customer survey and financial measures. This model has two components: (1) offering value (computed from discounted cash flow analysis) and (2) relative brand importance (computed from...
Persistent link: https://www.econbiz.de/10008789808
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Livello e dispersione dei prezzi nella competizione on line. Un confronto tra differenti tipologie di retailer in differenti paesi europei
Jallat, Frederic; Jacob, Frank; Ancarani, Fabio; … - In: MERCATI E COMPETITIVITÀ 2006/2 (2006) 2
Persistent link: https://www.econbiz.de/10010560549
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Network effects and competition: an empirical analysis of the home video game industry
Shankar, Venkatesh; Bayus, Barry L. - In: Strategic management journal 24 (2003) 4, pp. 375-384
Persistent link: https://www.econbiz.de/10006821860
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Cutting Edge: Gillette's Journey to Global Leadership, by Gordon McKibben. Boston, MA: Harvard Business School Press, 1998. 429 pages. 24.95.
Shankar, Venkatesh - In: The journal of product innovation management : an … 17 (2000) 1, pp. 92-93
Persistent link: https://www.econbiz.de/10006291875
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Handbook of marketing strategy
Shankar, Venkatesh (contributor);  … - 2012
Persistent link: https://www.econbiz.de/10009635474