Brand portfolio management not only requires creating and sustaining brand portfolio singals in the marketplace, but also gradually developing an understanding of those signals. This paper discusses the opportunity space for creating and sending relevant brand portfolio signals from the brand...

We analyse the impact of environmental policy in a vertical chain where an upstream monopolist uses a mixed portfolio, consisting of a polluting and a green technology. We examine and compare a no-intervention benchmark, a green subsidy, an abatement tax, a mandatory green standard, and a...