New Product Introduction and Incumbent Response Strategies: Their Interrelationship and the Role of Multimarket Contact

Venkatesh Shankar

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Consumer Market Behavior and Pricing Merger and Competition Analysis Business Strategy and Innovation

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Venkatesh Shankar, New Product Introduction and Incumbent Response Strategies: Their Interrelationship and the Role of Multimarket Contact, Journal of Marketing Research, Vol. 36, No. 3 (Aug., 1999), pp. 327-344

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