Introducing new products is both risky and critical to a company's success. To help mitigate these risks, the use of line extension strategies has become widespread, with some researchers reporting that 95% of new product introductions are extensions of current brands. Support for the use of...

We develop a theory of collective brand reputation for markets in which product quality is jointly determined by local and global players. In a repeated game of imperfect public monitoring, we model collective branding as an aggregation of quality signals generated in different markets. Such...