The advancements in information technology have raised concerns about the future of trade shows as a marketing tool. Whilst these advancements present threats and opportunities, research examining
Technology licensing consists of licensees buying technology usage rights from licensors, often in the form of patents, copyrights, and trademarks. This market amounted to about US$173.4 billion in
For buyer-seller relationships to allow for effective transmission and integration of resources, and for value creation, each partner needs to invest in the relationship and needs to make it easy for
This paper builds on the third-person effect (TPE) to test whether consumers expect that advertising will attract “others” that are less smart and sophisticated than them, and thus react
Sales promotions’ effectiveness for short-term sales is proven. However, for long-term sales, possible adverse effects have been suggested. To bridge this gap, we apply stochastic models (BG/nBD