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.