Critical decisions in new product launch: Pricing and advertising strategies on consumer adoption of green product innovation

Asian Journal of Technology Innovation

Volumn 22, Issue 1, 2014, Pages 16-32

  Lee, Bruce C Y ^a  

^a FU JEN CATHOLIC UNIVERSITY   (Taiwan)

Author keywords

advertising strategy; consumer adoption; perceived value; pricing strategy; product innovation

Indexed keywords

EID: 84902181827     PISSN: 19761597     EISSN: 21586721     Source Type: Journal    
DOI: 10.1080/19761597.2014.907862     Document Type: Article

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