New Product Introduction and Incumbent Response Strategies: Their Interrelationship and the Role of Multimarket Contact
研究了新产品引入与在位企业回应策略之间的相互关系，并探讨了多市场接触如何影响这些策略，对理解市场竞争动态有帮助。
Venkatesh Shankar, New Product Introduction and Incumbent Response Strategies: Their Interrelationship and the Role of Multimarket Contact, Journal of Marketing Research, Vol. 36, No. 3 (Aug., 1999), pp. 327-344