Develops a theoretical and empirical framework for determining the success potential, at the earliest possible stage, of new high-technology ventures and the most effective entrepreneurial and managerial techniques for attaining this potential. Data were gathered through 68-item questionnaires...

In order to distinguish their brands from other brands in the same category, most consumer products companies attempt to establish a unique personality for each brand. Rather than emphasize that it is a soft drink, Dr. Pepper emphasizes, through its name and advertising, that it is an...