Brand creation vs acquisition in portfolio expansion strategy

Journal of Product and Brand Management

Volumn 20, Issue 4, 2011, Pages 268-281

  Damoiseau, Yana ^a   Black, William C ^b   Raggio, Randle D ^c  

^a Poyry Consulting   (United States)

^b LOUISIANA STATE UNIVERSITY   (United States)

^c UNIVERSITY OF RICHMOND   (United States)

Author keywords

Acquisitions and mergers; Brand acquisition; Brand creation; Brand management; Brand portfolio management; Brand strategy; Portfolio investment; United States of America

Indexed keywords

EID: 79960325908     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610421111148298     Document Type: Article

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