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The role of complementarity and partner brand price level in new product introduction strategy using bundle offers: A study on the quality perception of bundle components
(2014)
New products are often bundled with strong brands as an introduction strategy. This study helps to understand the scenarios which will be most beneficial to both the products in the bundle. The enhancement effect and ...
Brand adoption by BOP retailers
(Indian Institute of Management , Ahmedabad, 2014)
Previous studies with regard to brand adoption by retailers have focussed on large retailers who are approached directly by the brands. There is a lack of studies on how BoP retailers adopt brands who sell to a very different ...