In this article, we showed the results of our study on the saddle phenomenon by an analytical model of two markets!early and mainstream!and the relationships between them. This model creates a growth pattern wherein a saddle can be discerned. We tested this model empirically on seven product...

Sunstein's essay is particularly welcome because marketing as a science and as a field of management practice is facing an increased level of criticism at the same time as the general population becomes aware of the role it plays in business, beyond the traditional sales and distribution...

Though the mobile app market is substantial and growing fast, most firms struggle to monetize apps profitably. Monetizing apps is done in two ways: a) selling advertising space within a free version of the app, and b) selling a paid version, termed freemium or in-app purchase strategy.In this...