Channel capability and the effectiveness of new product strategies: Effectiveness of new product strategies
Purpose – The purpose of this paper is twofold: detecting, describing and providing a detailed understanding on the essence of buyer responses on the channel capability in deciding new product purchase; and describing the effectiveness of new product innovation related to the channel capability. The...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing
2020-02-01
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| Series: | Journal of Asian Business and Economic Studies |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/JABES-11-2018-0086/full/pdf?title=channel-capability-and-the-effectiveness-of-new-product-strategies-deepening-the-fmcgs-business |