A model of product portfolio design : guiding consumer search through brand positioning
T. Tony Ke, Jiwoong Shin, Jungju Yu
| Year of publication: |
2023
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|---|---|
| Authors: | Ke, T. Tony ; Shin, Jiwoong ; Yu, Jungju |
| Published in: |
Marketing science. - Baltimore, Md. : INFORMS, ISSN 1526-548X, ZDB-ID 2023536-7. - Vol. 42.2023, 6, p. 1101-1124
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| Subject: | brand positioning | consumer search | holdup problem | mainstream brand | niche brand | product portfolio | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Produktmanagement | Product management | Markenimage | Brand image | Portfolio-Management | Portfolio selection | Produktgestaltung | Product design |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mksc.2022.1424 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014436761