New Product Creativity: Understanding Contract Specificity in New Product Introductions
Abstract
Introducing new products necessitates that manufacturers not only carefully craft the initial contract terms with retailers but also consider how the specificity of the terms influences a retailer's relational behaviors throughout the duration of the contract, contingent upon the new product's success. The authors develop a series of hypotheses to investigate new product introductions using a multimethod design consisting of a survey of...
Paper Details
Title
New Product Creativity: Understanding Contract Specificity in New Product Introductions
Published Date
Mar 1, 2016
Journal
Volume
80
Issue
2
Pages
39 - 58
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