Assessing marketing risk
Data up to Jan 2025
Total Citations Per Year
Abstract
References (28)
Design and marketing of new products
1980 • 1,191 citations
Design and marketing of new products
1981 • 776 citations
Risk analysis in capital investment.
1964 • 724 citations
Validity of the Product Life Cycle
1969 • 286 citations
Strategic Market Planning: The Pursuit of Competitive Advantage
1984 • 254 citations
1983 AMA educators' proceedings
1983 • 251 citations
A market share theorem
2011 • 208 citations
Marketing Strategy and Differential Advantage
1983 • 198 citations
A Market Share Theorem
1975 • 89 citations
An Empirical Comparison of Standardized Portfolio Models
1983 • 88 citations
Applying Financial Portfolio Theory to Product Portfolio Decisions: An Empirical Study
1983 • 85 citations
Stratport: A Model for the Evaluation and Formulation of Business Portfolio Strategies
1982 • 62 citations
An Empirical Comparison of Standardized Portfolio Models
1983 • 59 citations
A Note on the Application of Portfolio Theory: A Comment on Cardozo and Smith
1985 • 51 citations
The Net Present Value of Market Share
1985 • 43 citations
Applying Financial Portfolio Theory to Product Portfolio Decisions: An Empirical Study
1983 • 43 citations
MARKSTRAT : a marketing strategy game
1977 • 43 citations
Designing product and business portfolios
1981 • 38 citations
Equilibrium market share—a measure of competitive strength
1982 • 35 citations
Marketing Strategy and Differential Advantage
1983 • 32 citations
On the Use of Financial Portfolio Theory in Marketing Decisions: A Reply to Devinney, Stewart, and Shocker
1985 • 24 citations
Marketing Planning Models
1983 • 21 citations
A Note on the Application of Portfolio Theory: A Comment on Cardozo and Smith
1985 • 20 citations
The Net Present Value of Market Share
1985 • 18 citations
Understanding Marketing Strategy and Differential Advantage
1985 • 9 citations
Marketing Planning Models
1983 • 9 citations
Understanding Marketing Strategy and Differential Advantage
1985 • 7 citations
A study of the achievement of profit potential in a simulated environment
1985 • 3 citations