The impact of communication strategy on launching new products: The moderating role of product innovativeness

Journal of Product Innovation Management

Volumn 20, Issue 1, 2003, Pages 4-21

  Lee, Yikuan ^a   O'Connor, Gina Colarelli ^b  

^a MICHIGAN STATE UNIVERSITY   (United States)

^b RENSSELAER POLYTECHNIC INSTITUTE   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

CUSTOMER EDUCTAION; NEW PRODUCT PERFORMANCE (NPP); PRODUCT INNOVATIVENESS; STRATEGIC IMPACT;

COMMUNICATION; COMPETITION; COSTS; CUSTOMER SATISFACTION; MANAGERS; MARKETING; RISK ASSESSMENT; STRATEGIC PLANNING;

PRODUCT DEVELOPMENT;

EID: 1642615201     PISSN: 07376782     EISSN: None     Source Type: Journal    
DOI: 10.1111/1540-5885.t01-1-201002     Document Type: Article

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