Liu, Y orcid.org/0000-0001-6641-4845, Foscht, T, Eisingerich, AB et al. (1 more author) (2018) Strategic management of product and brand extensions: Extending corporate brands in B2B vs. B2C markets. Industrial Marketing Management, 71. pp. 147-159. ISSN 0019-8501
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 profit. The authors theorize and empirically address these questions based on a study of firms listed in the U.S. Fortune 500 published ranking. Findings of this research have important prescriptive implications for the management of B2B and B2C firms' growth-based extension strategy and contribute to B2B theory.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2017, Elsevier Inc. This is an author produced version of a paper published in Industrial Marketing Management. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | Brand extension; Product extension; Profit; B2B; B2C; Corporate brands |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 09 Jan 2018 10:41 |
Last Modified: | 27 Dec 2019 01:38 |
Status: | Published |
Publisher: | Elsevier |
Identification Number: | 10.1016/j.indmarman.2017.12.016 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:125943 |
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Filename: IMM_Manuscript_Extensions and Profit_October_20_2017_accepted.pdf
Licence: CC-BY-NC-ND 4.0