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Publication type: Article
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| Title: |
New Product Creativity: Understanding Contract Specificity in New Product Introductions
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| Author(s): |
Dean,Tereza
(Author)
Griffith,David A.
(Author)
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| Source Journal Info. |
Title:Journal of Marketing
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Issue Number:2016/MAR V.80 N.2
Call No.:658.8005 JMA
Location: References & Periodical Hall - 2nd floor
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| Physical Description: |
p 39-58
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| Subject Area: |
Marketing
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| Subject Terms: |
Marketing
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| Accession Number |
147900
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Abstract
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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. ...
Abstract URL:http://journals.ama.org/doi/abs/10.1509/jm.14.0333
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