... Communication technologies Once a product under development approaches the commercialization stage, firms must face the task of promoting it to make it a success. Promotion expenses can be so onerous that they mandate supreme care to insure success and avoid potentially catastrophic waste. The typical...

... are suggested. Brands Brand management Small to medium‐sized enterprises Computer software Communication technologies An executive summary for managers and executive readers can be found at the end of this article. Building strong brands has become an important issue for many...

... informants were received from 21 firms. These firms represent 14 different manufacturing industries. The following is a list of the industries the responding firms represent: © Emerald Group Publishing Limited 2006 Communication technologies Product development New products An executive...