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The impact of brand architecture decisions on portfolio sales
(2017-06)
Decisions pertaining to the organization of products under brands within the company's portfolio are an important aspect of brand portfolio strategy with potentially serious top-and bottom-line implications. Despite the ...
Quantifying the spillover of green products on consumer attitudes and umbrella brand sales
(2017-06)
Despite growing consumer attention to the environment, it is still unclear how and how much companies benefit from their large investments in 'green' products. This paper quantifies the positive spillover of sustainable ...
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