Masters of War: Rivals' Product Innovation and New Advertising in Mature Product Markets
نویسندگان
چکیده
منابع مشابه
Masters of War: Rivals' Product Innovation and New Advertising in Mature Product Markets
W investigate the impact of rivals’ product innovation and new advertising on a firm’s financial market value in mature product markets. Our test bed is the carbonated soft drink market between 1999 and 2003, a period characterized by a near duopoly between Coca-Cola and Pespi. Empirically, we focus on new product announcements as a proxy of product innovation and on filed trademarks as a measu...
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ژورنال
عنوان ژورنال: Management Science
سال: 2009
ISSN: 0025-1909,1526-5501
DOI: 10.1287/mnsc.1080.0939