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Keywords: Peripheral product
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (4): 1258–1284.
Published: 08 December 2020
... they are launched as a core product as opposed to a peripheral product. The purpose of this study is to fill this research gap. Design/methodology/approach Using data from the quick service restaurant industry, this study looks at the effects of upwardly extended core and peripheral products on product line...
