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• W2022759807 abstract "Drawing on research in marketing strategy and industrial organization economics, the authors develop a model to describe the impact of strategies for introducing a new brand, aspects of the competitive environment, and firm characteristics on the performance of new brands. They test the model for 68 new brands in the pharmaceutical industry using a nested error component model. The results indicate which factors affect brand introduction strategies in marketing." @default.
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• W2022759807 title "Brand Introduction Strategies and Competitive Environments" @default.
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• W2022759807 doi "https://doi.org/10.1177/002224379002700402" @default.
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