Examines the types and characteristics of the new forms of the brand management system in marketing organizations as identified in previous research and previous existing research on performance appraisal systems. Draws linkages between the two systems to provide a framework for maximizing individual product manager’s performance, thereby maximizing overall organizational performance. Sets out a number of managerial implications and suggests areas for future research.
Journal of Product & Brand Management – Emerald Publishing
Published: Dec 1, 1996
Keywords: Brands; Performance appraisal; Product management
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