More effective assessment of market performance in later stages of the product development process: The case of the motion picture industry

G Gemser, MAAM Leenders, CB Weinberg

Research output: Contribution to journalArticleScientificpeer-review

13 Citations (Scopus)
Original languageEnglish
Pages (from-to)1019-1031
Number of pages13
JournalMarketing Letters: a journal of research in marketing
Issue number4
Publication statusPublished - 2012


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