How does the tradeoff between R&D and advertising affect firm performance during an economic downturn?

碩士 === 國立中正大學 === 會計與資訊科技研究所 === 104 === This study examines whether the increase in R&D and advertising affects firm performance during an economic downturn and which strategy (i.e., increasing both R&D and advertising or increasing either one) helps firms survive an economic downturn....

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Bibliographic Details
Main Authors: Lei, Jia-Hao, 雷家豪
Other Authors: Chia-Ling Lee
Format: Others
Language:zh-TW
Published: 2016
Online Access:http://ndltd.ncl.edu.tw/handle/8g8p6x

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