New product preannouncement : a model of situational factors, strategic behaviours, and effectiveness

Doctoral thesis English OPEN
Chen, Chien-Wei, 1964-;
  • Subject: HF

New product preannouncement refers to a firm’s communication of new product-related messages to the market before launch. There is empirical evidence to show that new product preannouncement has become an essential part of prelaunch activities. The purpose of this resea... View more
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