In the increasingly competitive environment of business, the development and launch of new products has become an important competitive tool. In a crowded marketplace, there is greater need for differentiation; in markets that are stagnant there is pressure to create excitement. The development...

This paper contributes to literature by adding a new taxonomy that has deductively scaled business product into four different types. It is both visually and conceptually resourceful in developing suitable business strategies for firms to engineer products that will fit with a proper segment of...

We study the interaction of customer capital and productivity through brand reallocation across firms. We develop a firm dynamics model with brands as transferable customer capital, heterogeneous firm productivity, and variable markups. We study the matching process between transferable brand...