Overcoming the early entrant advantage: the role of alignable and nonalignable differences
Arthur B. Markman
págs. 413-426
págs. 427-437
Predecisional distortion of product information
J. Edward Russo, Victoria Husted Medvec, Margaret G. Meloy
págs. 438-452
Divide and prosper: consumers' reactions to partitioned prices
Eric J. Johnson, Vicki G. Morwitz, Eric A. Greenleaf
págs. 453-463
The effects of extensions on brand name dilution and enhancement
Zeynep Gurhan-Canli, Durairaj Maheswaran
págs. 464-473
Organizing for radical product innovation: the overlooked role of willingness to cannibalize
Gerard J. Tellis, Rajesh K. Chandy
págs. 474-487
When is it worthwhile targeting the majority instead of the innovators in a new product launch?
Vijay Mahajan, Eitan Muller
págs. 488-495
Designing the next study for maximum impact
Lane H. Mann, John U. Farley, Donald R. Lehmann
págs. 496-501
págs. 502-503
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