BrandCapital andEntryOrder
作者:
Louis A. Thomas,
期刊:
Journal of Economics&Management Strategy
(WILEY Available online 1996)
卷期:
Volume 5,
issue 1
页码: 107-129
ISSN:1058-6407
年代: 1996
DOI:10.1111/j.1430-9134.1996.00107.x
出版商: Blackwell Publishing Ltd
数据来源: WILEY
摘要:
This paper develops the hypothesis that firms possess a stock of well‐established brands, a stock termed brand capital. The firm with the greatest capital is able to introduce new products in response to new information about consumer tastes before rivals. The results using data from the ready‐to‐eat cereal industry not only support this hypothesis, but also distinguish brand capital from other sources of firm heteroge
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