Pattikawa, L.H.

product extension market industry advertising company study brand model period patent value number marketing effect drug products innovation research figure product differentiation market value introduction approval strategy management r &d expenditure performance result return variable expenditure competition profitability differentiation asset analysis journal chapter promotor uncertainty option line extensions brand extensions increase exclusivity example sample price activity observation information table product innovation management growth framework advertising expenditure finding impact future measure coefficient investment hazard decision development brand name companies stock r &d spending level line extension order future research section behavior relationship brand extension moderator application entry marketing exclusivity