The role of corporate versus product brand dominance in brand portfolio overlap: A Pitch
Vol. 15, Nr. 2/2016 , p434..439
Author(s):
Ann Wallin
Amanda Spry
Keywords:
Pitching Research; Marketing; Brand Portfolio Management; Brand Overlap
Abstract:
This letter explores an extension of the use of Faff’s (2015b) pitch template to a collaborative research setting. The pitch template can be used to enhance communication and clarify assumptions early in the research process, as well as to provide a backbone for the completion of the research. The authors offer their personal reflections on the use of the pitch and encourage other collaborative teams to use this tool to map out their future research projects.
Download:
http://online-cig.ase.ro/jcig/art/15_2_10.pdf
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