Journal of Product & Brand Management: Volume 3 Issue 3

Commentary: Gift Packaging in Duty‐free Markets – Environmentalism and Brand Equity

Vicky Louchran, Peter Kangis

As the European Union issues Directives to standardize measures taken byindividual member states to reduce environmental waste in the process ofpackaging, examines the marketing…

The Exclusive Value Principle – A Concept for Marketing

John C. Groth

Codifies a unique marketing and valuation principle: the exclusive valueprinciple (EVP). This principle relates value creation to “psychicspace”. Psychic needs can create enormous…

The Diffusion of an Innovation in Indonesia

Arjun Chaudhuri

Traces the diffusion of palm oil by a joint venture company in Indonesiaduring the early 1980s. The diffusion framework provided by E.M. Rogersis examined in this context. The…

Managing Beauty – Products and People

Lynn Langmeyer, Matthew Shank

Uses a qualitative research method (depth interviews) to examine themultidimensionality of beauty and then uses a quantitative researchtechnique (factor analysis) to propose a…

Product Development with a New Technology: : Lessons from the America′s Cup

Lawrence C. Rhyne

The 1992 America′s Cup featured 12 competitors from ten countriessailing high technology boats at an early stage of development. Thecontest provides a dynamic model of patterns of…

Advertising, Barriers to Entry and Competition Policy

Christopher Pass, Brian Sturgess, Nicholas Wilson

The controversy as to whether or not advertising impairs the efficientfunctioning of markets because it acts as a “barrier” to new firms wishingto enter a market has once again…