Strategies for Marketing Really New Products to the Mass Market: A Text Mining-Based Case Study of Virtual Reality Games
This paper reports on a text mining-based case study aimed at determining how virtual reality (VR) games, as examples of really new products (RNPs), market themselves when they are introduced to the mass market. The goal was to examine the marketing foci of RNPs and any subsequent changes over time...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2019-12-01
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| Series: | Journal of Open Innovation: Technology, Market and Complexity |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2199-8531/6/1/1 |