Godinho, Pedro; Moutinho, Luiz; Pagani, Margherita - In: Journal of Modelling in Management 12 (2017) 3, pp. 364-385
Purpose The purpose of this study is to propose a measure for earned attention and a model and procedure for the maximization of earned attention by a company over a period of time. Design/methodology/approach Utility functions are used as the base of the earned attention measure. An...