Browsing Department of Marketing by Author "Natarajan, Vivek Shankar"
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Viewing New Product Development Through The Real Options Lens: An Empirical Investigation Of The Market Reaction And The Role Of Contextual Factors
Natarajan, Vivek Shankar (Marketing, 2007-08-23)New product development is an important strategic decision for marketing managers. This study examined new product development related decisions by employing a real options framework. Specifically, new product development ...