Zobrazeno 1 - 8 of 8 pro vyhledávání: '"Heerde, H. J."'
1
Estimating cannibalization rates for pioneering innovations
Autor: Heerde, H. J., Srinivasan, S., Marnik Dekimpe
Publikováno v: Marketing Science, 29(6), 1024-1039. INFORMS Inst.for Operations Res.and the Management Sciences
Tilburg University-PURE
To evaluate the success of a new product, managers need to determine how much of its new demand is due to cannibalizing the firm's other products, rather than drawing from competition or generating primary demand. We introduce a time-varying vector e
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=dedup_wf_001::ecb6136a602547dcfcfa321b4c6f9408
https://research.tilburguniversity.edu/en/publications/88e5e9a0-37a4-48bd-ac10-67259f556bca
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7
What makes consumers willing to pay a price premium for national brands over private labels?
Autor: Steenkamp, J. E. B. M., Heerde, H. J., Inge Geyskens
Publikováno v: Tilburg University-PURE
Journal of Marketing Research, 47(6), 1011-1024. American Marketing Association
The growing sales of private labels (PLs) pose significant challenges for national brands (NBs) around the world. A major question is whether consumers continue to be willing to pay a price premium for NBs over PLs. Using consumer survey data from 22
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=dedup_wf_001::eb26d425900ee9a77b95a9dce2e9857c
https://research.tilburguniversity.edu/en/publications/c8888b22-1b5c-4d8f-bfd8-5939f5fba6af
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