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Rafesh Chandy (1998)
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K.L. Keller
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Strategic Brand Management, Prentice-Hall, Upper Saddle River, NJ
Successful companies encounter unique competitive challenges. However, there are several product strategy initiatives that are relevant to all organizations seeking to develop market-driven strategies. Key initiatives include the leveraging the business design, recognizing the growth mandate, developing market vision, achieving a capabilities/value match, exploring strategic relationships, building strong brands, brand leveraging, and recognizing the advantages of proactive cannibalization. We propose a product strategy agenda for review by executives in identifying which initiatives should be assessed relative to the needs of their organization.
Journal of Product & Brand Management – Emerald Publishing
Published: Nov 1, 2000
Keywords: Product management; Market orientation; Brands
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