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Keywords: Advance selling
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Journal Articles
Journal:
Strategic Direction
Strategic Direction (2026) 42 (2): 4–6.
Published: 25 February 2026
... and places the articles in context. Findings Customers are more likely to participate in advance selling if they believe they are getting the best price, perceive the value as high, or believe the product will sell out later. In the article by Zhang & Li (2025), the authors find that advance selling...
