A search for theoretical plurality in new product launch

  1. Calantone, R.
  2. Molina-Castillo, F.-J.
Journal:
Journal of Global Scholars of Marketing Science: Bridging Asia and the World

ISSN: 2163-9167,  2163-9159

Year of publication: 2015

Volume: 25

Issue: 1

Pages: 49-58

Type: Article

DOI: 10.1080/21639159.2014.980039 GOOGLE SCHOLAR
Data source: Scopus