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Ehrensperger, Elena; Greenberg, Daria; Krohmer, Harley; Nagel, Felix; Hoyer, Wayne; Zhang, Z. John (2022). Succeeding in competitive arenas with arena-relevant marketing capabilities. European journal of marketing, 56(2), pp. 321-350. Emerald 10.1108/EJM-09-2019-0703
Hofstetter, Reto; Miller, Klaus M.; Krohmer, Harley; Zhang, Z. John (2021). A de-biased direct question approach to measuring consumers' willingness to pay. International journal of research in marketing, 38(1), pp. 70-84. Elsevier 10.1016/j.ijresmar.2020.04.006
Krohmer, Harley; Zhang, Z. John; Hofstetter, Reto; Miller, Klaus (2011). How Should Consumers’ Willingness to Pay Be Measured? An Empirical Comparison of State-of-the-Art Approaches. Journal of Marketing Research, 48(1), pp. 172-184. American Marketing Association 10.1509/jmkr.48.1.172
