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| Author: | Gatignon, H. Weitz, B. Bansal, P. |
| Title: | Brand Introduction Strategies and Competitive Environments |
| Journal: | Journal of Marketing Research
1990 : NOV, VOL. 27, p.390-401 |
| Index terms: | MARKET STRUCTURE NEW PRODUCTS COMPETITION |
| Language: | eng |
| Abstract: | A model is developed to describe the impact of strategies for introducing a new brand, aspects of the competitive environment, and firm characteristics on the performance of new brands. The model is tested for 68 new brands in the pharmaceutical industry using a nested error component model. The results show which factors influence brand introduction strategies in marketing. |
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