作者：Barker, VL III; Mueller, GC
作者单位：University of Kansas; University of Wisconsin System; University of Wisconsin Milwaukee
摘要：Over the past fifteen years, a number of studies have examined the determinants of firm R&D spending. These studies, however, almost invariably focus on the role of firm or external ownership characteristics in predicting R&D spending while overlooking the attributes of the top managers involved in allocating corporate resources. In this study, we change that focus by empirically examining how R&D spending as compared to industry competitors varies at firms based on the characteristics of thei...
作者：Pieters, R; Warlop, L; Wedel, M
作者单位：Tilburg University; Universite Catholique Louvain; University of Groningen; University of Michigan System; University of Michigan
摘要：Rising levels of advertising competition have made it increasingly difficult to attract and hold consumers' attention and to establish strong memory traces for the advertised brand. A common communication strategy to break through this competitive clutter is to increase ad originality However, ad originality may have detrimental effects when consumers pay more attention to the ad at the expense of the advertised brand. Moreover, the positive effects of originality may quickly wane when the ad ...
