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Keywords: Liabilities of newness
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Journal Articles
Journal of Research in Marketing and Entrepreneurship 1–30.
Published: 23 June 2026
.../methodology/approach Impacts of two assets of newness and four liabilities of newness are explored within a relationship marketing context. A sample of 398 organizational buyers in India is used to measure the effects of six inherent elements of newness on three marketing performance attributes. Findings...
