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Effects of Liberalization on Incumbent Firms’ Marketing Mix Responses and Performance: Evidence from a Quasi-Experiment
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Increasing marketing spending can help incumbent firms respond effectively and achieve strong financial performance when their markets are liberalized to foreign competition.
Effects of Liberalization on Incumbent Firms’ Marketing Mix Responses and Performance: Evidence from a Quasi-Experiment from American Marketing Association | Journals
Related Marketing Courses:
Marketing Strategy; Principles of Marketing, Core Marketing, Introduction to Marketing Management
Full Citation:
Ramani, Nandini and Raji Srivivasan (2019), “Effects of Liberalization on Incumbent Firms’ Marketing Mix Responses and Performance: Evidence from a Quasi-Experiment,” Journal of Marketing, 83(5), 97-114.
Article Abstract:
Many markets are liberalizing by opening up their economies to foreign competition, with the ex