When to take or forgo new product exclusivity : balancing protection from competition against word-of-mouth spillover
Year of publication: |
2014
|
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Authors: | Peres, Renana ; Van Den Bulte, Christophe |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 78.2014, 2, p. 83-100
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Subject: | product exclusivity | new products | word of mouth | social networks | social contagion | Virales Marketing | Viral marketing | Produktentwicklung | New product development | Soziales Netzwerk | Social network | Social Web | Social web | Spillover-Effekt | Spillover effect | Innovation |
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