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Keywords: Options
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Journal Articles
Options theory and options thinking in valuing returns on brand investments and brand extensions
Available to Purchase
Journal of Product & Brand Management (2002) 11 (2): 115–128.
Published: 01 April 2002
... cash flow (DCF) analysis may underestimate the value of brand extension, in particular the value of flexibility, such as the ability to increase or decrease brand extension investment depending on future circumstances. An approach based on real options theory is recommended and it is demonstrated how...
