The Impact of Economic Contractions on the Effectiveness of R&D and Advertising: Evidence from U.S. Companies Spanning Three Decades

By Jan-Benedict E M Steenkamp, Eric Fang. 2011

155 citations recorded by the source corpus.

Subfields: Accounting, Economics and Econometrics, Management Science and Operations Research

View Paper: https://www.semanticscholar.org/paper/14c3b3a0bd50a012f97b068441cdc0a1aaf8d082

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Accounting

1. Jan-Benedict E M Steenkamp
2. Marnik G. Dekimpe

In Economics and Econometrics

1. Jan-Benedict E M Steenkamp
2. H. V. van Heerde
3. Marnik G. Dekimpe
4. Maarten J. Gijsenberg
5. Koen Pauwels
6. Scott A. Neslin
7. Shuba Srinivasan
8. Dominique M. Hanssens

In Management Science and Operations Research

1. Jan-Benedict E M Steenkamp
2. H. V. van Heerde
3. Marnik G. Dekimpe
4. Koen Pauwels
5. Shuba Srinivasan
6. Marko Sarstedt
7. Dominique M. Hanssens
8. Christian M. Ringle

Citations in the corpus

• Price and Advertising Effectiveness over the Business Cycle (2013, background): “Finally, Steenkamp and Fang (2011) find that an increase in share of voice has a stronger impact on profit and market share than increasing advertising share in expansions.”