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Don’t Just Stand There: Do Something!: Growing Innovation Equity through Marketing Actions

Elie ofek, Eitan Muller, and Barak Libai

in Innovation Equity: Assessing and Managing the Monetary Value of New Products and Services

Published in print:
2016
Published Online:
May 2017
ISBN:
9780226618296
eISBN:
9780226394145
Item type:
chapter
Publisher:
University of Chicago Press
DOI:
10.7208/chicago/9780226394145.003.0004
Subject:
Economics and Finance, Financial Economics

This chapter explains how marketing efforts, such as price cuts and advertising, can affect innovation equity by impacting its various building blocks: the long-run market potential, the speed of ... More


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