Reffue, Doug; Crittenden, Victoria L. - In: Journal of Product & Brand Management 15 (2006) 3, pp. 168-172
Purpose – The purpose of this article is to present Line Logic™ as a means of developing and building a company's portfolio of products. Design/methodology/approach – The paper uses a sporting goods company in the USA as a case study to portray the implementation of Line Logic™. Findings...