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Articles (2004), The Journal of Business and Entrepreneurship, 16 (2), pp. 23-36

New Product Innovations: A Comparison of the Risks and Rewards of Offering New Products and Brand Extensions

BLOODGOOD James, MCFARLAND Richard

BLOODGOOD, J. and MCFARLAND, R. (2004). New Product Innovations: A Comparison of the Risks and Rewards of Offering New Products and Brand Extensions. The Journal of Business and Entrepreneurship, 16(2), pp. 23-36.