This article reflects upon and updates our prize‐winning paper,'First‐mover
advantages,'which was published in SMJ 10 years ago. We discuss the evolution of the …

Strategic Brand Management explores why brands are important, what they represent to
consumers, and what should be done by firms to manage them properly. The main focus of …

Sage Reference - Handbook of Marketing - Branding and Brand Equity Skip to main content
About Browse Reference Select discipline: Select subject: Select topic: Go Information For …

This paper proposes a seven tiered taxonomy of tourism products in an effort to add some
structure to the vast array of offerings available today. The paper adopts a phenetic method …

This research uses categorization theory to understand the dynamics of vertical brand
extensions. Two experiments measure consumer evaluations of both core brands and …

Concebido como una actualización del anterior manual «Estrategias de marketing. Un
enfoque basado en el proceso de dirección», el libro que ahora se presenta preserva la …

In a typical new product development process, the role of the launch stage is to maximize
the chances of profitably achieving acceptance in the target market. A launch plan can …

Extensions as forms of new product development strategy have been discussed to a great
extent during the last decade, however, there have been limited reviews of the literature …

In their search for the keys to successful product innovation, product managers and
researchers typically focus on trying to identify the most effective organizational processes …

For the most part, studies on timing of entry have attempted to determine the advantages that
early entrants may be able to develop and hold over subsequent entrants. Given that a large …