Brand Portfolio Management and the Role of Brand Acquisitions
This dissertation is the first study to propose and empirically test a framework outlining factors that influence the choice of brand acquisitions versus brand creations in a brand portfolio expansion strategy. Drawing on research on make-or-buy decisions, a multilevel interdisciplinary conceptual...
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| Format: | Others |
| Language: | en |
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LSU
2009
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| Online Access: | http://etd.lsu.edu/docs/available/etd-07082009-144920/ |