A model of two-sided costly communication for building new product category demand
Year of publication: |
May-June 2018
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Authors: | Lu, Michelle Y. ; Shin, Jiwoong |
Published in: |
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 37.2018, 3, p. 382-402
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Subject: | communication | information disclosure | endogenous demand | strategic complementarity | strategic substitutability | free riding | Theorie | Theory | Kommunikation | Communication | Nachfrage | Demand | Öffentlichkeitsarbeit | Public relations | Trittbrettfahrerverhalten | Free rider problem |
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