Louis A Thomas
Biographic Data
| ID | 8880649 |
|---|---|
| NAME | Louis A Thomas |
| GIVEN NAMES | Louis A |
| FAMILY NAME | Thomas |
| SIGNATURE | THOMAS L A |
| VERIFIED | No |
| TOTAL WORKS | 1 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 1 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 1995 |
| LATEST PUBLICATION YEAR | 1995 |
| H-INDEX | 0 |
Brand Capital and Incumbent Firms' Positions in Evolving Markets
In many advertising-intensive industries one observes market share persistence, i.e., firms maintaining lead market shares over long periods of time. I hypothesize that firms that have the largest stock of well-established brands, a stock that I term brand capital, are most likely to introduce new products in response to new market information about consumer preferences. Firms with less brand capital delay their introductions until the uncertaint…
No prominent works on this page.
Brand Capital and Incumbent Firms' Positions in Evolving Markets
In many advertising-intensive industries one observes market share persistence, i.e., firms maintaining lead market shares over long periods of time. I hypothesize that firms that have the largest stock of well-established brands, a stock that I term brand capital, are most likely to introduce new products in response to new market information about consumer preferences. Firms with less brand capital delay their introductions until the uncertaint…
Business (1 work) · Capital (architecture) (1 work) · Commerce (1 work) · Consumer Behavior in Brand Consumption and Identification (1 work) · Consumer Market Behavior and Pricing (1 work) · Economics (1 work) · Industrial organization (1 work) · Merger and Competition Analysis (1 work) · Monetary economics (1 work)