Clark S. Sinapuelas, Ian; Robinson, William T. - In: Journal of Product & Brand Management 21 (2012) 5, pp. 350-358
Purpose – The purpose of this paper is to investigate the pricing strategies of me‐too brands. Design/methodology/approach – This research estimates an empirical model using a panel data of 20 consumer packaged goods sub‐categories. Findings – Me‐too brands face pricing constraints...
