De Fleur (1956) provides the earliest evidence of diminishing returns. He finds a common logarithmic pattern for leaflets dropped and message recalled in field experiment. Since then, many researchers have applied logarithmic or square root patterns to capture the effect of diminishing returns...

Our world is turbulent: ecological, social, political, technological, economic, and competitive business environments change constantly. Consumers have changing preferences, learn, build trust in brands, adopt new products, and are persuaded by advertising. Firms innovate and engage in and...