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Keywords: Compromise-effect
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2017) 51 (7-8): 1178–1196.
Published: 11 July 2017
...Elisa Montaguti; Alessandra Zammit Purpose This paper aims to examine how pioneering advantage interacts with the compromise effect generated by new product entries. Building on prior work on pioneering advantage and extreme aversion, this research moves toward understanding how the choice share...
