Reference Groups and Product Line Decisions: An Experimental Investigation of Limited Editions and Product Proliferation
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چکیده
منابع مشابه
Reference Groups and Product Line Decisions: An Experimental Investigation of Limited Editions and Product Proliferation
Some luxury goods manufacturers offer limited editions of their products while some others market multiple product lines. Researchers have found that reference groups shape consumer evaluations of these product categories. Yet little empirical research has examined how reference groups affect the product line decisions of firms. Indeed, in a field setting it is quite a challenge to isolate refe...
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Product Proliferation: An Empirical Analysis of Product Line Determinants and Market Outcomes
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ژورنال
عنوان ژورنال: Management Science
سال: 2010
ISSN: 0025-1909,1526-5501
DOI: 10.1287/mnsc.1090.1133