Mrinal Ghosh

University of Arizona

Professor

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A Theory of Product-Form Strategy: When to Market Know-How, Components, or Systems?

Journal of Marketing 2023, Vol. 87(5) 679-697; DOI: 10.1177/00222429221149437

Number of pages: 19 Posted: 24 Feb 2026

Kellilynn M. Frias, Mrinal Ghosh, Narayan Janakiraman, Dale F. Duhan and Robert Lusch

American University, University of Arizona, University of Texas at Arlington, Texas Tech University and University of Arizona - Department of Marketing

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