Reducing Cannibalization Due to Line Extensions: The Role of Brand Architecture, Product Positioning within the Portfolio

2021 ◽  
Author(s):  
Burcu Sezen ◽  
Koen Pauwels ◽  
Berk Ataman
Keyword(s):  
Product Positioning ◽  
Brand Architecture ◽  
Line Extensions

scholarly journals Available options for doing more with less: laboraory automation as one tool in the arsenal

1998 ◽  
Vol 20 (3) ◽  
pp. 87-89
Author(s):  
Stephen Scypinski ◽  
John Baiano ◽  
Theodore Sadlowski
Keyword(s):  
Laboratory Automation ◽  
Drug Discovery Process ◽  
Contract Research Organization ◽  
Advantages And Disadvantages ◽  
Line Extensions ◽  
Use Of Resources ◽  
Analytical Development ◽  
Effective Use ◽  
Case Basis

Projects that require analytical support can evolve from a number of different situations, for example new molecular entities from drug discovery; process changes; packaging changes; site changes; line extensions; and inlicensed projects and compounds. Laboratory automation has been shown to provide a viable and practical solution to assisting in analytical development. However, it is not always the most logical answer. A truly flexible and responsive analytical unit will make a decision on a case-by-case basis, when faced with a new project, whether it is best to: automate some or all aspects/testing involved; contract out to a reputable and approved contract research organization (CRO); hire temporary help; use available in-house resources; use a combination of the options shown above (for example to evaluate the complexity of the new project versus what the in-house resources are currently working on). The paper discusses the advantages and disadvantages of the various options with respect to providing analytical support and suggests optionsfor the most effective use of resources. The role of automation as one of the important tools in the arsenal of these options is highlighted.

scholarly journals A study of product strategy priorities at the small enterprises of the North-Alföld Region

2009 ◽  
pp. 55-64
Author(s):  
Zoltán Magyar
Keyword(s):  
Production Technology ◽  
Price Policy ◽  
Policy Innovation ◽  
Small Enterprises ◽  
Product Positioning ◽  
Technical Literature ◽  
The North ◽  
Marketing Activities ◽  
Characteristic Features

Through a non-representative sample of the small enterprises of the North-Alföld Region, this paper studies the product strategic priorities enabling us to make a detailed typology of smallenterprises. According to the relevant technical literature, the types of small enterprises have typical strategic priorities. Obviously, each group can be characterised with certain strategicpriorities, which are sharply distinct from each other. These priority features are shown in the form of characteristic features in the enterprise’s marketing activities, market behaviour (product policy, innovation attitude, technology, price policy). This paper studies the enterprises of the sample through the role of production technology, material quality, low price and branding endeavours affecting product positioning.

scholarly journals The Effect of Attribute Alignability on Product Purchase: The Moderating Role of Product Familiarity and Self-Construal

2021 ◽  
Vol 12 ◽  
Author(s):  
Yong Zhang ◽  
Yuwen Wen ◽  
Min Hou
Keyword(s):  
Structural Alignment ◽  
Personal Characteristics ◽  
Product Positioning ◽  
Self Construal ◽  
The Difference ◽  
Product Familiarity ◽  
High Level ◽  
The Impact ◽  
Moderating Role

Previous studies on the Structural Alignment Model suggest that people compare the alignable attributes and nonalignable attributes during the decision-making process and preference formation process. Alignable attributes are easier to process and more effective in clue extracting. Thus, it is believed that people rely more on alignable than nonalignable attributes when comparing alternatives. This article supposes that consumers’ product experience and personal characteristics also play a significant role in regulating consumers’ reliance on attribute alignability. The authors conducted three experiments to examine the moderating role of consumers’ product familiarity and self-construal in the impact of attribute alignability on consumer product purchase. The results show the following: (1) When making a purchase decision, consumers with a high level of product familiarity will rely more on nonalignable attributes, while those with a low level of product familiarity will rely more on alignable attributes. (2) The difference in consumer dependency on attribute alignability is driven by their perceived diagnosticity of attributes. (3) The dependency of consumers with different levels of familiarity on attribute alignability will be further influenced by consumers’ self-construal. Individuals with interdependent self-construal rely more on alignable attributes when unfamiliar with the product, while relying more on nonalignable attributes when familiar with the product. Individuals with independent self-construal, however, rely more on nonalignable attributes regardless of the degree of product familiarity. The conclusions of this paper can be used as references for enterprises to establish product positioning and communication strategies.

A triple-trickle theory for sustainable fashion adoption: the rise of a luxury trend

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Iris Mohr ◽  
Leonora Fuxman ◽  
Ali B. Mahmoud
Keyword(s):  
Design Methodology ◽  
Product Positioning ◽  
Content Type ◽  
Common Basis ◽  
Generation Z ◽  
Sustainable Fashion ◽  
Media And Technology ◽  
Conceptual Foundations ◽  
Practical Implications

PurposeThis article critically synthesizes the literature on sustainable fashion, the movement behind it and plausible fashion adoption theories. Then, to build on those studies, developing a new theory about adopting sustainable fashion – mainly among millennials and Generation Z who are behind forwarding and adopting this fashion trend – is sought after.Design/methodology/approachThis is a theory-synthesized conceptual article that presents a literature-informed new theoretical structure pronouncing sustainable fashion adoption and its rise as a new luxury trend. That included explicating and unraveling the conceptual foundations and construction elements that different viewpoints use to articulate the trend under investigation and the searches for a common basis to construct a new and improved conceptual framework.FindingsThis study introduces the triple-trickle theory that incorporates the role of media and technology to organize and understand the diffusion of sustainable fashion and identify paths for future trickle-effects on fashion research.Research limitations/implicationsEven though this has the benefit of offering a vast array of views and evidence that offers an adequate problem inspection, further studies providing empirical evidence are needed to establish the external validity of the theory derived from this research.Practical implicationsThis theory can be applied to develop targeted practices to understand the diffusion and adoption of sustainable fashion and further practitioners’ understanding of product positioning, target marketing, marketing strategy and luxury opportunities in general.Originality/valueThough interest in sustainable fashion has increased among consumers, no theory or model exists to explain its adoption. Therefore, the triple-trickle theory is proposed and aimed to be a more relevant framework to offer a theoretical premise for future empirical investigations of sustainable fashion adoption.

To Extend or Not to Extend: Success Determinants of Line Extensions

1994 ◽  
Vol 31 (2) ◽  
pp. 243-262 ◽  
Author(s):  
Srinivas K. Reddy ◽  
Susan L Holak ◽  
Subodh Bhat
Keyword(s):  
Firm Characteristics ◽  
Line Extensions ◽  
Early Entry ◽  
Line Extension ◽  
Parent Brand ◽  
Extension Activity ◽  
Entry Timing ◽  
Symbolic Value ◽  
Using Data

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, and distinctive marketing competencies, as well as the advertising support allocated to line extensions, contribute positively to the success of line extensions. Their findings suggest that, in this industry, cannibalization effects of line extension activity may have been limited and line extensions into earlier subcategories actually may have helped the parent brand. Even with cannibalization, the incremental sales generated by the extension seem to be reason enough to make a line extension strategy viable.

The role of packaging in brand line extensions

1994 ◽  
Vol 1 (6) ◽  
pp. 348-356
Author(s):  
Herbert M Meyers
Keyword(s):  
Line Extensions

Leveraging the corporate brand

2017 ◽  
Vol 51 (9/10) ◽  
pp. 1530-1551 ◽  
Author(s):  
Tim Oliver Brexendorf ◽  
Kevin Lane Keller
Keyword(s):  
Brand Management ◽  
Reciprocal Relationship ◽  
Product Portfolio ◽  
Brand Associations ◽  
Corporate Brand ◽  
Brand Architecture ◽  
Corporate Marketing ◽  
Content Type ◽  
Brand Innovativeness

Purpose Most research on branding highlights the role of associations for a single brand. Many firms, however, have multiple brands and/or different versions of one brand. The latter is largely the case for many corporate brands. This paper aims to broaden the understanding of corporate brand associations and their transfer within the firm’s brand and product portfolio. In particular, this paper also examines the concept of corporate brand innovativeness and the influence of brand architecture as supportive and restrictive boundary conditions for its transfer. Design/methodology/approach This conceptual paper explains the nature, benefits and challenges of corporate brand innovativeness within the context of a firm’s brand architecture. On the basis of a literature review, the authors provide an overview of the domain and derive avenues for future research. Findings Research and practice have not fully realised the importance of corporate brand images for supporting a firms’ product portfolio. In particular, (corporate) marketing managers need to consider the potential value of favourable perceptions of corporate brand innovativeness across products and the moderating role of brand architecture. Research limitations/implications More empirical research is needed to understand the reciprocal relationship and transfer between corporate and product brand associations and equity. Practical implications A corporate marketing perspective allows firms to use corporate brand associations to support products and services for that brand. This paper discusses perceived corporate brand innovativeness as one particularly important corporate brand association. Originality/value The authors discuss the use of corporate brand associations under the consideration of brand architectures and boundaries and draw on several research streams in the brand management literature. Much of the branding and innovation literature centres on the product level; research on corporate brand innovativeness has been relatively neglected.

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