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Articles 91 - 93 of 93
Full-Text Articles in Sales and Merchandising
The Revolution In Retailing: Introduction To The Special Issue, Nirmalya Kumar
The Revolution In Retailing: Introduction To The Special Issue, Nirmalya Kumar
Research Collection Lee Kong Chian School Of Business
No abstract provided.
The Revolution In Retailing: From Market Driven To Market Driving, Nirmalya Kumar
The Revolution In Retailing: From Market Driven To Market Driving, Nirmalya Kumar
Research Collection Lee Kong Chian School Of Business
The first image aroused by 'retailing' for many of us, especially those of us who are somewhat older, is that of the corner grocery store. Not so long agb retailing was, and it still is in some parts of the world, a fragmented, local, unsophisticated, traditional business run by vulnerable owner-operators. Yet, here we are talking about a revolution in retailing. Why? What has changed? Fundamentally retailers have grown up over the past 25 years into large, global, technology-intensive, powerful, fast-growth corporations managing their own brands. Several retailers have become the darlings of their stock markets. Hennes and Mauritz, the …
To Extend Or Not To Extend: Success Determinants Of Brand Line Extensions, Srinivas K. Reddy, Susan L. Holak, Subodh Bhat
To Extend Or Not To Extend: Success Determinants Of Brand Line Extensions, Srinivas K. Reddy, Susan L. Holak, Subodh Bhat
Research Collection Lee Kong Chian School Of Business
The authors study the determinants of line extension success using data on 75 line extensions of 34 cigarette brands over a 20-year period to investigate the relative effects of brand, extension, and firm characteristics on the incremental market share of brand line extensions. The econometric model also captures the extent of cannibalization of parent brand sales that may have occurred due to the line extension's introduction. The authors also explore the role of a brand's symbolic value as a factor in line extension success. Results indicate that parent brand strength and its symbolic value, early entry timing, a firm's size, …