Pulling the Plug to Stop the New Product Drain
| Year of publication: |
1997
|
|---|---|
| Authors: | Boulding, William ; Morgan, Ruskin ; Staelin, Richard |
| Published in: |
Journal of marketing research : JMR. - Chicago, Ill : Assoc, ISSN 0022-2437, ZDB-ID 2183195. - Vol. 34.1997, 1, p. 164-176
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