Journal of Product & Brand Management: Volume 5 Issue 6

How should product managers’ job performance be evaluated in emerging product management systems?

Lea Prevel Katsanis, Jean‐Paul G. Laurin, Dennis A. Pitta

Examines the types and characteristics of the new forms of the brand management system in marketing organizations as identified in previous research and previous existing research…

Vertical brand extensions: current research and managerial implications

Chung K. Kim, Anne M. Lavack

Relates evidence which suggests that launching a vertical brand extension generally has a negative impact on the core brand because it dilutes the core brand image, advising that…

Global markets and the new product development process

Rama Yelkur, Paul Herbig

Explains the globalization of new products with the help of a global new product development model. Attempts to provide a framework for the new product development process…

Redefining new product development teams: learning to actualize consumer contributions

Dennis A. Pitta, Frank Franzak, Lea Prevel Katsanis

Looks at recent product development literature which cites the improving but troubling success rates of newly introduced products and recommends integrating customer input as…