New Product Creativity: Understanding Contract Specificity in New Product Introductions

Volume: 80, Issue: 2, Pages: 39 - 58
Published: Mar 1, 2016
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
Volume
80
Issue
2
Pages
39 - 58
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