The Differing Roles of Success Drivers Across Sequential Channels: An Application to the Motion Picture Industry
Journal of the Academy of Marketing Science
Published online on October 01, 2006
Abstract
Journal of the Academy of Marketing Science, Volume 34, Issue 4, Page 559-575, October 2006.
In several product categories, it is typical to release products sequentially to different markets and customer segments. Conventional knowledge holds that the roles of various product success drivers do not differ significantly across these sequential ...
In several product categories, it is typical to release products sequentially to different markets and customer segments. Conventional knowledge holds that the roles of various product success drivers do not differ significantly across these sequential ...