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Effects of Generic Marketing on Market Shares
(A2026-133863)

Published: June 5, 2026

AUTHORS

Nhat Le, Norwegian School of Economics; Magne Supphellen, Norwegian School of Economics; Rajeev Batra, Ross School of Business, University of Michigan; Alan Mathew Kunnumpuram, Norwegian School of Economics; Rosalie Lai, NHH Norwegian School of Economics

ABSTRACT

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