In verschiedenen wissenschaftlichen Disziplinen, besonders den Wirt-schafts- und Ingenieurwissenschaften, wird das Entstehen und Verschwinden von Produkten aus unterschiedlicher Perspektive betrachtet jedoch häufig unter dem gemeinsamen Stichwort Produktlebenszyklus (PLZ) verwendet. Eine...

Numerous studies on the drivers of brand extension success [Aaker and Keller, 1990, Broniarczyk and Alba, 1994, Hem et al., 2003, Völckner and Sattler, 2006] found evidence that parent-brand characteristics and the fit between parent brand and transfer product are the main and most influential...

The term 'global brand' has become widely used by the media and by consumers. Business week publishes annually its widely known ranking of the 'Best Global Brands' (with Coca-Cola as number 1 in the past years) and consumers on summer vacations purchase brands such as Heineken or Marlboro they...

The term "global brand" has become widely used by the media and by consumers. Business week publishes annually its widely known ranking of the "Best Global Brands" (with Coca-Cola as number 1 in the past years) and consumers on summer vacations purchase brands such as Heineken or Marlboro they...

What kinds of PV project configurations do lenders prefer to finance? Recent developments in the field of renewable energy project finance have reinforced the need for investigation, as fundraising has become more challenging and project evaluation stricter. To contribute to the limited research...

The term “global brand” has become widely used by the media and by consumers. Business week publishes annually its widely known ranking of the “Best Global Brands” (with Coca-Cola as number 1 in the past years) and consumers on summer vacations purchase brands such as Heineken or...

Unter Rückgriff auf ausgewählte Prämissen der Service-Dominant Logic (SDL) werden die Erkenntnisse der etablierten modernen und der soziokulturellen Markenforschung strukturiert. Da die SDL eine Integration dieser Ansätze ermöglicht, entsteht eine neue, holistische Perspektive auf das...

An important development that contributes to store brands’ growing success in the grocery market is the increasing number of discount stores that sell predominantly own, private-label, brands. To fight private labels, manufacturers of national brands feel increasingly compelled to develop...

In economies with a growing service sector, the importance of intangible assets like brands, customer relationships, and organizational capabilities is rapidly increasing, as is the importance of information and knowledge for the production of goods and services. New concepts in such areas as...