search query: @author Howard, D. / total: 6
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| Author: | Kerin, R. Kalyanaram, G. Howard, D. |
| Title: | Product hierarchy and brand strategy influences on the order of entry effect for consumer packaged goods |
| Journal: | Journal of Product Innovation Management
1996 : JAN, VOL. 13:1, p. 21-34 |
| Index terms: | BRANDS STRATEGY CONSUMER GOODS |
| Language: | eng |
| Abstract: | Manufacturers focus on becoming more agile, software firms deploy rapid application development tools - everyone is in a hurry. Although we all understand the benefits of being first to market, we understand just as clearly that not all first-to-market products enjoy the same, sustainable benefits from being market pioneers. Why do some pioneering products experience a more significant order-of-entry effect than others? The authors examine two factors - product hierarchy and brand strategy - which may influence the magnitude of this effect for new consumer packaged goods. |
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