Advertising sunk costs and credible spatial preemption

Strategic Management Journal

Volumn 17, Issue 6, 1996, Pages 481-498

  Thomas, Louis A ^a  

^a UNIVERSITY OF PENNSYLVANIA   (United States)

Author keywords

Advertising; Preemption; Sunk costs

Indexed keywords

BREAKFAST CEREALS; ECONOMIC MARKET; EMPIRICAL METHOD; FIRM STRATEGY; MARKET PENETRATION; PREEMPTION;

ADVERTISING; COSTS; MARKETING;

STRATEGIC PLANNING;

EID: 0030371871     PISSN: 01432095     EISSN: None     Source Type: Journal    
DOI: 10.1002/(SICI)1097-0266(199606)17:6<481::AID-SMJ824>3.0.CO;2-Q     Document Type: Article

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