Hitting the bullseye: Accurately measuring willingness to pay for innovations with open and closed direct questions
Author:
Publisher
Elsevier BV
Subject
Marketing
Reference58 articles.
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5. Chandy, R. K., & Prabhu, J. C. (2010). Innovation typologies. In J. Sheth & N. Malhotra (Eds.), Wiley International Encyclopedia of Marketing, Part 5 – Product and Innovation Management (pp. 1-5). New Jersey: Wiley.
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