Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – If you are Nike, Reebok or Adidas and want to grow the business beyond its core sportswear products, you would not even consider stair lifts or walk‐in baths for the elderly or infirm would you? That much underrated management tool called commonsense would, hopefully, persuade you otherwise. Practical implications – Provides strategic insights and practical thinking that have influenced some of the world's leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.
Strategic Direction – Emerald Publishing
Published: Jan 1, 2006
Keywords: Brand extensions; Brand image; Brand management; Brand loyalty; Brand awareness; Licensing
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