Co-Branding: The State of the Art
Leeflang, Peter S.H. (2008) Co-Branding: The State of the Art. Schmalenbach Business Review, 60 (October). p. 359-377. ISSN 0341-2687.
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In this study I critically review models that specify competitive reaction effects. I discuss different model structures and summarize my findings on competitive reaction effects and factors that explain competitive reactions. I discuss the many models of competitive market response that have been developed and classify them into twelve sets of models that are related to each other in a logical manner through the evolutionary model-building concept.
|Research documents and activity classification:||Journal Articles > Articles > Articles published in or submitted to a Journal without IF|
|Divisions:||Department of Business and Management|
|Uncontrolled Keywords:||Competition, Marketing, Models|
|MIUR Scientific Area:||Area 13 - Economics and Statistics > SECS-P/08 Corporate Finance|
|Deposited By:||Maria Teresa Nistico|
|Deposited On:||06 Dec 2010 12:01|
|Last Modified:||06 Dec 2010 13:11|
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