Imperial College London
Alternate

ProfessorAndreasEisingerich

Business School

Professor of Marketing
 
 
 
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Contact

 

+44 (0)20 7594 9763a.eisingerich

 
 
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Location

 

386DBusiness School BuildingSouth Kensington Campus

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Summary

 

Publications

Citation

BibTex format

@article{Liu:2018:10.1016/j.indmarman.2017.12.016,
author = {Liu, Y and Foscht, T and Eisingerich, AB and Tsai, H},
doi = {10.1016/j.indmarman.2017.12.016},
journal = {Industrial Marketing Management},
pages = {147--159},
title = {Strategic management of product and brand extensions: Extending corporate brands in B2B vs. B2C markets},
url = {http://dx.doi.org/10.1016/j.indmarman.2017.12.016},
volume = {71},
year = {2018}
}
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RIS format (EndNote, RefMan)

TY  - JOUR
AB  - 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.
AU  - Liu,Y
AU  - Foscht,T
AU  - Eisingerich,AB
AU  - Tsai,H
DO  - 10.1016/j.indmarman.2017.12.016
EP  - 159
PY  - 2018///
SN  - 0019-8501
SP  - 147
TI  - Strategic management of product and brand extensions: Extending corporate brands in B2B vs. B2C markets
T2  - Industrial Marketing Management
UR  - http://dx.doi.org/10.1016/j.indmarman.2017.12.016
UR  - http://hdl.handle.net/10044/1/55982
VL  - 71
ER  -
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