Masters of War: Rivals' Product Innovation and New Advertising in Mature Product Markets
Masters of War: Rivals' Product Innovation and New Advertising in Mature Product Markets
About this item
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Author / Creator
Publisher
Hanover, MD: INFORMS
Journal title
Language
English
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Publisher
Hanover, MD: INFORMS
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Scope and Contents
Contents
We investigate the impact of rivals' product innovation and new advertising on a firm's financial market value in mature product markets. Our test bed is the carbonated soft drink market between 1999 and 2003, a period characterized by a near duopoly between Coca-Cola and Pespi. Empirically, we focus on new product announcements as a proxy of produ...
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Full title
Masters of War: Rivals' Product Innovation and New Advertising in Mature Product Markets
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Record Identifier
TN_cdi_gale_infotracgeneralonefile_A197862617
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_gale_infotracgeneralonefile_A197862617
Other Identifiers
ISSN
0025-1909
E-ISSN
1526-5501
DOI
10.1287/mnsc.1080.0939
