A Model of Two-Sided Costly Communication for Building New Product Category Demand
Published Online:7 Jun 2018https://doi.org/10.1287/mksc.2017.1071
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mksc.2017.1071-sm.pdf (755 KB)
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Volume 37, Issue 3
May-June 2018
Pages 333-506
Article Information
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- Received:September 01, 2015
- Accepted:August 25, 2017
- Published Online:June 07, 2018
Copyright © 2018, INFORMS
Cite as
Michelle Y. Lu, Jiwoong Shin (2018) A Model of Two-Sided Costly Communication for Building New Product Category Demand. Marketing Science 37(3):382-402.
https://doi.org/10.1287/mksc.2017.1071
Keywords
