Work

The Impact of Communication Strategy on Launching New Products: The Moderating Role of Product Innovativeness

Year: 2003

Type: article

Study design: Observational Study

Source: Journal of Product Innovation Management

DOI: 10.1111/1540-5885.t01-1-201002

Authors: Yikuan Lee, Gina Colarelli O'Connor

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2074001387

FWCI: 10.73

Cites: 69

Cited by: 357

Related to: 10