Upgrades to existing product lines make up a huge part of corporate research and development activity, and with every upgrade comes the decision of how to brand it. Harvard Business School marketing professors John T. Gourville and Elie Ofek teamed up with London Business School’s Marco Bertini to suss out the best practices for naming next-generation products.
Content: Article
Author: Carmen Nobel
Source: Harvard Business School (HBS) Working Knowledge
Subject: Marketing / Sales
Author: Carmen Nobel
Source: Harvard Business School (HBS) Working Knowledge
Subject: Marketing / Sales
Like this content? Why not share it?
There Are No Comments
Click to Add the First »
Click to Add the First »