Table of contents
Environmental uncertainty and organizational structure: a product management perspective
Steven Lysonski, Michael Levas, Noel LavenkaThe effectiveness of marketing activities in firms with productmanagement is, in part, determined by the extent to which theorganizational structure is aligned with the…
Renaissance: a case study in brand revitalization and strategic realignment
Michael T. Ewing, David A. Fowlds, Ian R.B. ShepherdThe introduction of the original Mazda 323 five‐door into the SouthAfrican market in 1977 launched the brand from virtual obscurity toinstant success. The 323 became the top…
DuPont Lycra shifts emphasis to global brand management
Kaye Crippen, Pauline Tng, Patricia MulreadyReviews how the DuPont Lycra division is focussing more on globalbrand management starting with the development of a new worldwideadvertising campaign for Lycra in women′s…
Assessing the vulnerability of private label brands
Diane Halstead, Cheryl B. WardPrivate label brands may be in danger as a result of recent changesin the marketing strategies used by private label firms. The primarycompetitive advantage of private label…
Punctuated equilibrium and the evolution of the product manager
Lea Prevel Katsanis, Dennis A. PittaThere has been overwhelming discussion about the death of theproduct management system. Focusses on how the product management systemis changing, and how firms can best anticipate…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou