Examining the Effects of Strategic Marketing Initiative and First-Mover Efforts on Market Share Performance

Author(s)

Richard A. Heiens, University of South Carolina - AikenFollow
Larry P. Pleshko
Robert T. Leach

Document Type

Article

Subject Area(s)

Business Administration

Publication Info

Published in Marketing Management Journal, Volume 14, Issue 1, 2004, pages 63-70.

Heiens, R.A., Pleshko, L.P., & Leach, R.T. (2004). Examining the effects of strategic marketing initiative and first-mover efforts on market share performance. Marketing Management Journal 14(1), 63-70.

© Marketing Management Journal, 2004, Marketing Management Association.

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