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Asymmetric consequences of radical innovations on category representations of competing brands |
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| Authors: | Charan K. Bagga Theodore J. Noseworthy Niraj Dawar |
| Affiliation: | 1. Ivey Business School, Western University (formerly University of Western Ontario), 1255 Western Road, London, Ontario N6G 0N1, Canada;2. A. B. Freeman School of Business, Tulane University, 7 McAlister Drive, New Orleans, LA 70118, USA;3. Schulich School of Business, York University, 99 Ian Macdonald Blvd., Toronto, Ontario M3J 1P3, Canada |
| Abstract: | |
| Keywords: | Dominant brands Radical innovation Categorization |