Brand Extensions and Entry Deterrence

Ju Choi, Chang ; Scarpa, Carlo (1989) Brand Extensions and Entry Deterrence. Bologna: Dipartimento di Scienze economiche DSE, p. 28. DOI 10.6092/unibo/amsacta/5344. In: Quaderni - Working Paper DSE (66). ISSN 2282-6483.
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Abstract

In many industries, we observe various "groups" of products linked by a common brand name. This approach to launching products extends the existing reputation, in this case the brand name, also to achieve the existing certain economies of scope in areas such as advertising costs.

Abstract
Tipologia del documento
Monografia (Working paper)
Autori
AutoreAffiliazioneORCID
Ju Choi, Chang
Scarpa, Carlo
Settori scientifico-disciplinari
ISSN
2282-6483
DOI
Data di deposito
19 Lug 2016 13:42
Ultima modifica
19 Lug 2016 13:42
URI

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