 | Up a level |
Feurer, Sven; Hoeffler, Steve; Zhao, Min; Herzenstein, Michal (2023). Really New Product Launch Strategies: Prescriptive Advice to Managers from Consumer Research Insights In: Bstieler, Ludwig; Noble, Charles H.; ; (eds.) The PDMA Handbook of Innovation and New Product Development (pp. 247-266). John Wiley & Sons
