Consumers and Brand Stretches: Keeping Customers HappyJan 01, 1997
Line extensions may boost—or contradict—self-image. Here, researchers examine how ownership affects consumer response.
A New Look at Long-term ProfitabilityJan 01, 1997
How can managers allocate resources to get the most out of their marketing dollars? Here, researchers offer new tools to address an old problem.
Managing Conflict in New Product DevelopmentJan 01, 1997
Conflict is unavoidable as different functions come together in the new product development process. This study offers managers insight into effective management of crossfunctional teams.