Zhang, Qian; Wu, Chao; Qiao, Han; Wang, Shouyang - In: Chinese Management Studies 11 (2017) 1, pp. 90-106
Purpose This paper is dedicated to answer two questions: What is the business model of interactive television (iTV) ad at China’s Spring Festival Gala; and Why the business model of iTV ad creates different commercial values for different firms. Design/methodology/approach The two questions can...
