... can be contacted at: pcsun@ttu.edu.tw © Emerald Group Publishing Limited 2010 Product range Product variants Product differentiation Marketing strategy Product differentiation is a classic marketing strategy to gain competitive advantage. Radical product development projects...

... Product range Product elimination One of the least researched fields in the literature on the product component of the marketing mix is the elimination of products. Adhering to the glamour and the potential for growth and expansion that new products can offer to companies, marketing academics...

... invariance, meaning that consumers of two different products interpreted brand trust in the same way. © Emerald Group Publishing Limited 2004 Consumers Brand awareness Product range Consumer behaviour Unfortunately, no research has been conducted to develop a reliable, valid...

...R.A. Kent Takes the view that good theory needs to be grounded in the empirically‐researched world of practitioners. Attempts to build up a theoretical framework for analysing policy in the product range of the Scottish food‐processing industry and looks at perceived forms of corrective action...