Research Professor at Ehrenberg-Bass Institute, Author of Better Brand Health, Building Distinctive Brand Assets, How Brands Grow Part 2
Proud of Kirsten and her work here, happy to be a small part of it...
New paper launch! 🚀 I’m excited to share, ‘Are there generalizable patterns in line extension performance?’, has been published in the Journal of Product & Brand Management (A). It was great to lead this research and collaborate with Dr Arry Tanusondjaja, Professor John Dawes, Professor Magda Nenycz-Thiel and Professor Jenni Romaniuk. In this paper, we benchmark the performance of thousands of line extensions and reveal insights about their likely survival and competitive standing. Our findings provide brands with essential benchmarks for understanding typical line extension performance, helping to guide informed #npd investment and #launch decisions. Want to learn more about line extension success? Check out the article below!