Marketing Networks: A New Entrant's Approach to Network Equity

Zerrillo, P C and Raina, R (1996) Marketing Networks: A New Entrant's Approach to Network Equity. In: Networks in Marketing. SAGE Publications Inc, pp. 205-220. ISBN 9781483327723

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Abstract

The research and development team breathes a sigh of relief. They've done it, they have created a new product that offers greater performance with the added benefit of a lower cost. Sales has assured them that this new product is a “can't miss” winner. After all, how can it fail? Just look at the value proposition that such a product has to offer compared with its current rivals. But fail it may. Too often, products that seem to offer exceptional value are unable to get a foothold in the marketplace.

Affiliation: Indian School of Business
ISB Creators:
ISB CreatorsORCiD
Zerrillo, P CUNSPECIFIED
Item Type: Book Chapter
Additional Information: The research paper was published by the author with the affiliation of The University of Texas at Austin.
Uncontrolled Keywords: Marketing Networks, Network Equity
Subjects: Marketing
Depositing User: Ilayaraja M
Date Deposited: 19 Jul 2019 09:10
Last Modified: 19 Jul 2019 09:10
URI: http://eprints.exchange.isb.edu/id/eprint/1281
Publisher URL: http://dx.doi.org/10.4135/9781483327723.n11
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