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  1. No Access

    Article

    Taking marketing strategy risks with seemingly no expected gains

    This paper investigates the competitive rationale for firms to invest in marketing activities aiming to enhance valuation and achieve differentiation and competitive advantage, while carrying the strategic ris...

    Yuanfang Lin, Amit Pazgal in Marketing Letters (2021)

  2. No Access

    Article

    Generic and Brand Advertising Strategies Under Inter-Industry Competition

    Industries invest in over billion dollars annually to drive up the primary demand and to fence off competing new industries’ threat to their customer bases. Companies in addition to contributing to industry ge...

    Yuanfang Lin, Sandeep Krishnamurthy in Customer Needs and Solutions (2017)

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    Article

    Hide Supremacy or Admit Inferiority—Market Entry Strategies in Response to Consumer Informational Needs

    This paper investigates information provision and pricing decisions by vertically differentiated firms sequentially entering a market where consumers face uncertainty about the quality of the new product offer...

    Yuanfang Lin, Amit Pazgal in Customer Needs and Solutions (2016)