Grime, Ian; Diamantopoulos, Adamantios; Smith, Gareth - In: European Journal of Marketing 36 (2002) 11/12, pp. 1415-1438
Extensions as forms of new product development strategy have been discussed to a great extent during the last decade, however, there have been limited reviews of the literature. This article reassesses the work on brand and line extensions and integrates it into a conceptual framework. The...