The interactive effects of product and brand portfolio strategies on brand performance

Our research (with Ahmet H. Kirca, Praneet Randhawa, and Berk Talay) on the interactive effects of product and brand portfolio strategies on brand performance is now published at IJRM - International Journal of Research in Marketing.

The study discovers critical managerial trade-offs between product and brand portfolio decisions, as product and brand portfolio decisions are intertwined and a careful examination of the existing product and brand portfolio characteristics simultaneously seem to be warranted to maximize brand performance.
https://lnkd.in/exNHehw

#automotive #brandportfolio #productportfolio #dynamicpaneldata