New kids on the block: Latecomers must be unique to outperform pioneer brands
Tuesday, October 14, 2008 - 12:42
in Mathematics & Economics
What is it that allows some brands to succeed and some to fail? Why is it sometimes better to be first and other times more advantageous to reach the market later? A new study in the Journal of Consumer Research takes a close look at the learning process consumers use to evaluate brands.
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