When to take or forgo new product exclusivity: Balancing protection from competition against word-of-mouth spillover

Journal of Marketing

Volumn 78, Issue 2, 2014, Pages 83-100

  Peres, Renana ^a   Van Den Bulte, Christophe ^b  

^a HEBREW UNIVERSITY OF JERUSALEM   (Israel)

^b UNIVERSITY OF PENNSYLVANIA   (United States)

Author keywords

New products; Product exclusivity; Social contagion; Social networks; Word of mouth

Indexed keywords

EID: 84921403689     PISSN: 00222429     EISSN: 15477185     Source Type: Journal    
DOI: 10.1509/jm.12.0344     Document Type: Article

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