Vaporware, Suddenware, and Trueware : new product preannouncements under market uncertainty
Year of publication: |
2013
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Authors: | Ofek, Elie ; Turut, Özge |
Published in: |
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 32.2013, 2, p. 342-355
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Subject: | Produktentwicklung | New product development | Ankündigungseffekt | Announcement effect | Markteintritt | Market entry | Entscheidung unter Unsicherheit | Decision under uncertainty |
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