Issue 2/2016
Content (4 Articles)
Research Article
Does Informative Advertising Increase Market Price? An Experimental Investigation
Wilfred Amaldoss, Chuan He
Research Article
An Integrated Procedure to Pretest and Select Advertising Campaigns for TV
Abba Krieger, Leonard Lodish, Ye Hu
Research Article
Hide Supremacy or Admit Inferiority—Market Entry Strategies in Response to Consumer Informational Needs
Yuanfang Lin, Amit Pazgal
Research Article
Coordinating R&D, Product Positioning, and Pricing Strategy: A Duopoly Model
Xin (Shane) Wang, Yuying Xie, Harsharanjeet S. Jagpal, Sengun Yeniyurt