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- W1984649962 abstract "Competitive intra-channel forces are an important factor to the success (or failure) of newly introduced brands. The present study offers an extended theoretical framework of the advertising life-cycle concept, which illuminates the changes in the manufacturer-retailer balance of power within the marketing channel along the development path of new brands. The theoretical conclusions are then tested against a unique data set. The empirical findings confirm the prediction that dynamic competitive elements will change the intra-channel pricing balance." @default.
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- W1984649962 title "Retailer-manufacturer price and profit relationships along the advertising life cycle: An empirical examination" @default.
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- W1984649962 doi "https://doi.org/10.1002/mde.4090130308" @default.
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