Making new product development (NPD) faster than competitors by gaining the first-mover advantage is critical for firms. This paper examines two competing hypotheses regarding shortening the NPD time. The information processing theory advises that the decision power in NPD projects should be...

Purpose: The purposes of two experiments were to examine how brands may create a broad brand impression and benefit brand extensions by crafting logo frames. Design/methodology/approach: Two experimental studies were conducted. Study 1 examines how removing and breaking logo frames expands...

A relatively simple approach is proposed to evaluate the strength of brands from the viewpoint of consumers. It employs Principal Component Analysis (PCA), in which the coefficients of the first principal component are used as the weight for developing our study's final ‘product’, the Brand...