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Optimal entry timing in markets with social influence.

Publication: Management Science
Publication Date: 01-JUN-09
Format: Online
Delivery: Immediate Online Access

Article Excerpt
Whenever a firm has an established base of customers, there is a temptation to leverage this base to pursue other potential customer segments. There is, however, the potential risk of a backlash within the core customer base if the new customers impact the reputation of the firm or the...

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