Table of contents
Commentary: A New Formula for Gendering Products and Brands
Pamela L. AlreckGendering a product or brand means associating its image with a sex rolestereotype in the minds of consumers. Examines, using research, therequirements and prohibitions of…
4900
Key Components in Product Management Success (and Failure): : A Model of Product Managers′ Job Performance and Job Satisfaction in the Turbulent 1990s and Beyond
Van R. Wood, Sudhir TandonOver the last five years, the once vaulted system known as productmanagement has been under attack. Challenged by a variety ofmega‐trends, including rising consumer expectations…
3026
Evaluating the Brand Extension Decision Using a Model of Reputation Building
John Milewicz, Paul HerbigCan a brand′s reputation be transferred successfully to other products?What is the importance of a firm′s reputation to the success or failureof its brands? What is the effect on…
7838
Understanding Customer Abilities in Product Concept Tests
Charles R. DukeJudicious application of concept tests to specific situationscontributes not only to the success of the product but also to thesuccess of the product manager. Recognizing…
1976
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou