New product preannouncements and shareholder value: Don't make promises you can't keep

Journal of Marketing Research

Volumn 44, Issue 3, 2007, Pages 468-489

  Sorescu, Alina ^a   Shankar, Venkatesh ^b   Kushwaha, Tarun ^c  

^a Department of Marketing ^*  (United States)

^b TEXAS A AND M UNIVERSITY   (United States)

^c UNIVERSITY OF NORTH CAROLINA   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 34247474214     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkr.44.3.468     Document Type: Article

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