Issues

Commercializing intellectual property: a university‐industry alliance for new product development

Cyril M. Logar; Thomas G. Ponzurick; John R. Spears; Karen Russo France
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Food service franchisors and their co‐branding methods

Joyce A. Young; Casondra D. Hoggatt; Audhesh K. Paswan
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Revitalizing mature packaged goods

Brian Wansink; Cynthia Huffman
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A conceptual study on brand valuation

A. Seetharaman; Zainal Azlan Bin Mohd Nadzir; S. Gunalan
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Book Review

How to Use Advertising to Build Strong Brands

Tim Reisenwitz
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