Journal of Product & Brand Management: Volume 5 Issue 1

Creative ideas take time: business practices that help product managers cope with time pressure

Jonlee Andrews

States that the ongoing success of a mature product depends largely on the product manager’s ability to identify creative new ways to market the product. Suggests that one reason…

The influence of store aesthetics on evaluation of private label brands

Paul Richardson, Arun K. Jain, Alan Dick

Points out that, although blind tests have generally revealed that consumers can detect little difference between store brand and national brand products, private brands still…

Brand‐specific heterogeneity and market‐level brand switching

Minakshi Trivedi, Michael S. Morgan

Provides a new way to look at competitive brand strategy through analysis of switching, where the only data required are market‐level brand‐switching matrices. The parameters…

Social expressions/greeting card industry: anatomy of an international marketing strategy

David Berkowitz, John S. Hill

Contends that adapting consumer products to foreign market tastes is one of the more difficult challenges facing international marketers; the stakes are high, with even minor…