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Conference or workshop publication

Kuester, Sabine ORCID: 0000-0003-0985-2288 ; Fitzgerald, Jennifer ; Heß, Silke C. ; Bucerius, Judith Product bundling or mental simulation: What is more effective in reducing usage barriers? Brady, Michael K. AMA Educators' Proceedings 21 54-55 In: AMA Winter Educators Conference 2010: Marketing Theory and Applications : Proceedings of a meeting held 19-22 February 2010, New Orleans, Louisiana, USA (2010) Chicago, IL ; Red Hook, NY AMA Winter Educators Conference 2010 (New Orleans, LA) [Conference or workshop publication]

Kuester, Sabine ORCID: 0000-0003-0985-2288 ; Buys, Sebastian Customer confusion and product line size: Implications for product line management. Brady, Michael K. AMA Educators' Proceedings 21 121-122 In: AMA Winter Educators Conference 2010: Marketing Theory and Applications : Proceedings of a meeting held 19-22 February 2010, New Orleans, Louisiana, USA (2010) Chicago, IL ; Red Hook, NY AMA Winter Educators Conference 2010 (New Orleans, LA) [Conference or workshop publication]

Hammerschmidt, Maik ; Falk, Tomas ; Germann, Frank ; Ross, William T. ; Bauer, Hans H. Exploring the brand productivity gap. Brady, Michael K. AMA Educators' Proceedings 21 334-335 In: AMA Winter Educators Conference 2010: Marketing Theory and Applications : Proceedings of a meeting held 19-22 February 2010, New Orleans, Louisiana, USA (2010) Chicago, IL ; Red Hook, NY AMA Winter Educators Conference 2010 (New Orleans, LA) [Conference or workshop publication]

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