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Seeding strategies for new product launch: The role of negative word-of-mouth
When launching a new product, firms often give away free samples to seed the market. This paper aims to identify the optimal seeding targets, such as early adopters, social hubs, or randomly chosen consumers while considering the presence of negative word-of-mouth (WOM). Using agent-based modeling,...
| Autores principales: | , , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Public Library of Science
2018
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6218060/ https://www.ncbi.nlm.nih.gov/pubmed/30395630 http://dx.doi.org/10.1371/journal.pone.0206736 |