The Strategic Impact of References in Business Markets
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DOI: 10.1287/mksc.1110.0695
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- D. Eric Boyd & F. Javier Sese & Sebastian Tillmanns, 2023. "The design of B2B customer references: A signaling theory perspective," Journal of the Academy of Marketing Science, Springer, vol. 51(3), pages 658-674, May.
- Kocaman, Barış & Gelper, Sarah & Langerak, Fred, 2023. "Till the cloud do us part: Technological disruption and brand retention in the enterprise software industry," International Journal of Research in Marketing, Elsevier, vol. 40(2), pages 316-341.
- Yogesh V. Joshi & Andres Musalem, 2021. "When Consumers Learn, Money Burns: Signaling Quality via Advertising with Observational Learning and Word of Mouth," Marketing Science, INFORMS, vol. 40(1), pages 168-188, January.
- David Godes, 2017. "Product Policy in Markets with Word-of-Mouth Communication," Management Science, INFORMS, vol. 63(1), pages 267-278, January.
- Dmitri Kuksov & Chenxi Liao, 2019. "Opinion Leaders and Product Variety," Marketing Science, INFORMS, vol. 38(5), pages 812-834, September.
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Keywords
word of mouth; business-to-business marketing; game theory; signaling;All these keywords.
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