Ho, Jeffrey C. F.; Zhang, Xinzhi - In: Journal of open innovation : technology, market, and … 6 (2020) 1/1, pp. 1-14
This paper reports on a text mining-based case study aimed at determining how virtual reality (VR) games, as examples of really new products (RNPs), market themselves when they are introduced to the mass market. The goal was to examine the marketing foci of RNPs and any subsequent changes over...
