Brand extension and order of entry
By: Mary Sullivan
Contributors: Marketing Science Institute
Series: Report / Marketing Science Institute -- no. 91-105; Report (Marketing Science Institute) -- no. 91-105
Publisher: Marketing Science Institute
Published: 1991
Place of publication: Cambridge, Mass
Language: eng
Number of pages: 28
Subjects: Product management; Brand name products; New products
Notes: "Working paper."

"March 1991."

"This study is based on the premise that brand extension decisions need to consider the environment of the market in which the new product will compete."--p. [x]

Includes bibliographical references (p. 24-25)