Revenue Premium as an Outcome Measure of Brand Equity
Kusum L. Ailawadi, Scott A. Neslin, Donald R. Lehmann
págs. 1-17
Plural Governance in Industrial Purchasing
Jan B. Heide
págs. 18-29
Peter C. Verhoef
págs. 30-45
Antecedents and Consequences of Merit Pay Fairness for Industrial Salespeople
Jagdip Singh, Sridhar N. Ramaswami
págs. 46-66
Implementing a Customer Orientation: Extension of Theory and Application
Jerry R. Goolsby, Karen Norman Kennedy, Eric J. Arnould
págs. 67-81
Sources and Financial Consequences of Radical Innovation: Insights from Pharmaceuticals
Rajesh K. Chandy, Jaideep C. Prabhu, Alina B. Sorescu
págs. 82-102
How Critical Are Critical Reviews? The Box Office Effects of Film Critics, Star Power, and Budgets
S. Abraham Ravid, Subimal Chatterjee, Suman Basuroy
págs. 103-117
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