New Product Creativity: Understanding Contract Specificity in New Product Introductions
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نوع المصدر |
مقال
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بيانات التأليف |
Dean, Tereza (Author)
Griffith, David A. (Author)
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بيانات الدورية المصدر |
العنوان:
Journal of Marketing
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رقم المجلد/ العدد: 2016/MAR V.80 N.2
رقم الإستدعاء: 658.8005 JMA الموقع: Periodicals & References Hall - 2nd floor
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الوصف المادي |
p 39-58
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رأس الموضوع/ الواصفات |
Marketing
(2255)
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المستخلص |
Introducing new products necessitates that manufacturers not only carefully craft the initial contract terms with retailers but also consider how the specificity of the terms influences a retailer’s relational behaviors throughout the duration of the contract, contingent upon the new product’s success. The authors develop a series of hypotheses to investigate new product introductions using a multimethod design consisting of a survey of manufacturers and a repeated measures experiment with retailers....
المستخلص الكامل
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| المزيد من المقالات من
الدورية:
Journal of Marketing
(346)
العدد: 2016/MAR V.80 N.2
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