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Research papers

Conjoint measurement and real options

The authors argue that a combination of conjoint analysis and real option valuation can improve the forecasts of a new product's success. The paper explores the importance of finding a crucial link between marketing and finance in product...

Catalogue: ESOMAR Conference on Marketing 2004
Authors: Marek Dietl, Radoslaw Rejman
October 10, 2004
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Citation

Dietl and Rejman (2004a, October 10). Conjoint measurement and real options. ANA - ESOMAR. Retrieved June 04, 2024, from


https://ana.esomar.org/documents/conjoint-measurement-and-real-options