Masters of war: Rivals' product innovation and new advertising in mature product markets

Management Science

Volumn 55, Issue 2, 2009, Pages 181-191

  Fosfuri, Andrea ^a   Giarratana, Marco S ^a  

^a DEPARTMENT OF BUSINESS ADMINISTRATION   (Spain)

Author keywords

Advertising; Firm value; Product innovation; Rivalry; Trademarks

Indexed keywords

ADVERTISING; CARBONATED SOFT DRINKS; COCA COLAS; ESTIMATION TECHNIQUES; EVENT STUDIES; FINANCIAL MARKET; FIRM VALUE; MARKET SHARE; MARKET SIZES; MATURE PRODUCT; MODEL SPECIFICATIONS; NEW PRODUCT; PRODUCT INNOVATION; RIVALRY;

BEVERAGES; COMPETITION; DYNAMICS; EQUIPMENT TESTING; MILITARY OPERATIONS; TRADEMARKS;

COMMERCE;

EID: 67649933863     PISSN: 00251909     EISSN: 15265501     Source Type: Journal    
DOI: 10.1287/mnsc.1080.0939     Document Type: Article

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