The Roles of Marketing Breadth and Competitive Spread on Product Life Cycle (CEIBS Working Paper, No. 015/2020/MKT, 2020)

Yi Xiang, David Soberman, Hubert Gatignon

Research output: Working paper

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2022
The Effect of Marketing Breadth and Competitive Spread on Category Growth
Xiang, Y. (First Author), Soberman, D. (Participant Author) & Gatignon, H. (Participant Author), Feb 2022, In: Production and Operations Management. 31, 2, p. 622-644 23 p.
Research output: Contribution to journal › Journal
1 Citation (Web of Science)