Vol. XLI (November 2004), 369–381 369 *Eric T. Bradlow is Associate Professor of Marketing and Statistics and Academic Director of the Wharton Small Business Development Center, The Wharton School, University of Pennsylvania (e-mail: ebradlow@ wharton.upenn.edu). Ye Hu is a visiting assistant professor, Krannert School of Management, Purdue University (e-mail: [email protected]). Teck-Hua Ho is W...