Strategic management of product and brand extensions: Extending corporate brands in B2B vs. B2C markets
作者： Yeyi Liu , Thomas Foscht , Andreas B. Eisingerich , Huei-Ting Tsai
DOI: 10.1016/J.INDMARMAN.2017.12.016
关键词:
摘要: Abstract Decisions about expanding an existing product portfolio and capturing new markets are of critical importance to a firm's financial performance growth. Yet, important questions remain in regard the extent which brand extensions contribute profit B2B B2C markets, respectively, how firms with corporate brands these should pursue extension strategy that provides maximum impact on firm profit. The authors theorize empirically address based study listed U.S. Fortune 500 published ranking. Findings this research have prescriptive implications for management firms' growth-based theory.
core.ac.uk
imperial.ac.uk
elsevier.com
sci-hub.se 参考文章(99)
Andrew J. Parsons, Nestle: the visions of local managers The McKinsey Quarterly. pp. 5- 7 ,(1996)
Anthony W. Ulwick, Lance A. Bettencourt, Un mapa de innovación centrado en el cliente Harvard Business Review. ,vol. 86, pp. 20- 26 ,(2008)
Thomas W. Speh, Michael D. Hutt, Business Marketing Management: B2B ,(1989)
Gerrit Willem Ziggers, Jörg Henseler, The reinforcing effect of a firm's customer orientation and supply-base orientation on performance Industrial Marketing Management. ,vol. 52, pp. 18- 26 ,(2016) , 10.1016/J.INDMARMAN.2015.07.011
Stephan M. Wagner, Andreas Eggert, Co-management of purchasing and marketing: Why, when and how? Industrial Marketing Management. ,vol. 52, pp. 27- 36 ,(2016) , 10.1016/J.INDMARMAN.2015.07.012
Adam Lindgreen, Joëlle Vanhamme, Erik M. van Raaij, Wesley J. Johnston, Go Configure: The Mix of Purchasing Practices to Choose for Your Supply Base California Management Review. ,vol. 55, pp. 72- 96 ,(2013) , 10.1525/CMR.2013.55.2.72
John A. Quelch, David Kenny, Extend Profits, Not Product Lines Journal of Product Innovation Management. ,vol. 3, pp. 249- 250 ,(1994)
Richard Schmalensee, Entry deterrence in the ready-to-eat breakfast cereal industry The Bell Journal of Economics. ,vol. 9, pp. 305- 327 ,(1978) , 10.2307/3003584
Christoph Teller, Andrew Alexander, Arne Floh, The impact of competition and cooperation on the performance of a retail agglomeration and its stores Industrial Marketing Management. ,vol. 52, pp. 6- 17 ,(2016) , 10.1016/J.INDMARMAN.2015.07.010
Jan B Heide, Alok Kumar, Kenneth H Wathne, None, Concurrent sourcing, governance mechanisms, and performance outcomes in industrial value chains Strategic Management Journal. ,vol. 35, pp. 1164- 1185 ,(2014) , 10.1002/SMJ.2145