Masters of War: Rivals' Product Innovation and New Advertising in Mature Product Markets

DOI10.1287/MNSC.1080.0939zbMath1232.90234OpenAlexW2113372818MaRDI QIDQ3117791

Marco S. Giarratana, Andrea Fosfuri

Publication date: 1 March 2012

Published in: Management Science (Search for Journal in Brave)

Full work available at URL: http://hdl.handle.net/10016/6654

zbMATH Keywords

advertisingproduct innovationfirm valuerivalry trademarks

Mathematics Subject Classification ID

Marketing, advertising (90B60)

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