Jedidi, Kamel, Sharan Jagpal, and Jamil Maqbul. "MCT: A Multibrand Concept Testing Methodology for New Product Strategy." Journal of Product Innovation Management 24, no. 1 (2006): 34-51.
Each author name for a Columbia Business School faculty member is linked to a faculty research page, which lists additional publications by that faculty member.
Each topic is linked to an index of publications on that topic.