Strategic management of product and brand extensions: Extending corporate brands in B2B vs. B2C markets
Abstract
Decisions about expanding an existing product portfolio and capturing new markets are of critical importance to a firm's financial performance and growth. Yet, important questions remain in regard to the extent to which product and brand extensions contribute to a firm's profit in B2B and B2C markets, respectively, and how firms with corporate brands in these markets should pursue an extension strategy that provides maximum impact on firm...
Paper Details
Title
Strategic management of product and brand extensions: Extending corporate brands in B2B vs. B2C markets
Published Date
May 1, 2018
Volume
71
Pages
147 - 159
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