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Keywords: Consumer packaged goods
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (2): 565–592.
Published: 18 September 2020
.... Design/methodology/approach Two empirical studies using different archival data sets are conducted to test the hypotheses. Study 1 focuses on new product sales from 2002 to 2011 for 31 categories of consumer packaged goods US product launches initiated in 2002–2005, whereas Study 2 investigates online...
