My dissertation examines in three essays how firms utilize exploitation and exploration strategies, independently and in combination, for competitive advantage. The first essay examines whether firms can gain competitive advantage by the simultaneous pursuit of exploitation and exploration...

This dissertation examines consumer response to one aspect of logo redesign: shape. Relatively little research has focused exclusively on logos and even less attention has been given to logo redesign. Reaction to change in logo shape is hypothesized to be a function of the degree of change (from...