Browsing by Author "Tuk, M. A."
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Assessing consequences of component sharing across brands in the vertical product line in the automotive market
Verhoef, P. C.; Pauwels, Koen Hendrik; Tuk, M. A. (Wiley, 2012-07)Component sharing may look great in the boardroom, but not in the showroom. Indeed, savings on R&D and production costs could be offset by a plunge in customer brand attractiveness. Combining experimental with econometric ...
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