Preventing raised voices from echoing: Product-advertising as strategic response to shareholder dissatisfaction

Simone Wies, Arvid Hoffmann, Jaakko Aspara, Joost Pennings

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

Original languageEnglish
Title of host publication41st European Marketing Academy Annual Conference (EMAC), Lisbon, Portugal, 22-25 May, 2012
PublisherEuropean Marketing Academy (EMAC)
Publication statusPublished - 2012
MoE publication typeA4 Article in a conference publication

Cite this