Corporate managers often invest in sponsorship as a means of associating a firm, its name or its brands, with a particular sport or event. The strength of that association should therefore be a measure of sponsorship success. In this study, four consecutive years of data collected at the...

The paper focuses on how Nestlé, the Swiss based food multinational, is attempting to reinvigorate its long established British sub‐ house brand Crosse & Blackwell so that it can spearhead the company presence in key sectors of the UK food market. Brand bonding, the process which involves the...

The study addresses the effect of product usage, satisfaction derived out of the same and the brand switching behaviour in several product categories while looking at the product involvement level in the Indian marketplace. A fair amount of work has been done in the area of customer satisfaction...

Purpose – Widely accepted classifications of benchmarking distinguish between different levels of benchmarking. Strategic‐level benchmarking is considered to be of a higher sophistication than product‐level benchmarking. Such strategic benchmarking would be based on process information...

Purpose – To provide in‐depth insights into one specific product recovery operation (remanufacturing) in the automotive sector, taking the example of original equipment manufacturers (OEM). Design/methodology/approach – The research was undertaken within the engine remanufacturing...

This paper focuses on the processes by which different manager groups can influence product mix changes. The paper analyses three different types of process ‐ dominance, compromise and integration ‐ through which the extensiveness and renewal of a product mix was shaped by groups of...

Reports an investigation of some of the factors that influence product management decisions in consumer goods companies. Looks at a product manager's role in the whole organization, particularly the decision‐taking and participatory activity as a response to pressures from the working...

Examines some of the interpersonal barriers faced by product managers in obtaining interface support. Suggests an influence matrix exists in project management, consisting of four basic types of influence: reward power; punishment power; expert power; and referent power. Looks at each type of...

Purpose – This paper seeks to report a case study that focuses on identifying what may be considered a typical or generic RL process flow as well as the key strategic issues that a firm may use for competitive advantage. Design/methodology/approach – The research involves mainly interviews...