Comparative versus noncomparative advertising: A meta-analysis
Dhruv Grewal, Sukumar Kavanoor
págs. 1-15
Pro-social consumer influence strategies: When and how do they work?
Thomas L. Osterhus
págs. 16-29
Transaction cost analysis: Past, present, and future applications
Aric Rindfleisch, Jan B. Heide
págs. 30-54
Generalizing about trade show effectiveness: A cross-national comparison
Pierre Francois, Marnik G. Dekimpe
págs. 55-64
Does the Comparative Advantage Theory of Competition really replace the Neoclassical Theory of
Z. Seyda Deligonul, S. Tamer Cavusgil
págs. 65-73
Resource-advantage theory: A snake swallowing its tail or a general theory of competition?
Shelby D. Hunt, Robert M. Morgan
págs. 74-82
Peter A. Schneider, Terry Clark
págs. 96-97
págs. 97-99
págs. 99-100
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