Working Paper
The Dark Side of Mobile Channel Expansion Strategies
Jul 21, 2016
Expanding to a mobile channel can have adverse effects on sales performance and stock return, but marketers can take steps to mitigate.
Working Paper
The Dark Side of Mobile Channel Expansion Strategies
Jul 21, 2016
Expanding to a mobile channel can have adverse effects on sales performance and stock return, but marketers can take steps to mitigate.