... management Product management Product strategy Creative design Good design In the next step, the researchers asked the respondents about the roles of design elements (visual and non-visual), as well as the roles of design values and dimensions, their interactions and design-related theories...

... Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Positive versus negative attributes Absence-focused claims Brand parity Regulatory focus Product quality Product strategy Consumer behavior Appealing to consumers’ mounting interest in health and well-being...

... performance Product strategy LB strategies and HB strategies could be effective means to compete, but the competitive elements that allow them to be successful would be different. Thus, several competitive factors have been empirically associated with the successful use of high and low price...

...Wolfgang Grassl Brands Product management Product strategy Ever since the publication of Strategic Brand Management (2nd ed., Kogan Page, London, 1998), Jean‐Noël Kapferer, professor at HEC in Paris, has been known as one of the most prominent specialists on branding and as a contributor...

...David W. Cravens; Nigel F. Piercy; Ashley Prentice Successful companies encounter unique competitive challenges. However, there are several product strategy initiatives that are relevant to all organizations seeking to develop market‐driven strategies. Key initiatives include the leveraging...

... category. Specifically, the use of ratio‐scaled cues is most likely to impact “trading‐up” behavior when there are a large number of consumers who exhibit “best value‐seeking” behavior in a market. © MCB UP Limited 2000 Pricing Product quality Product strategy Consumer behaviour Impact...

... © MCB UP Limited 1999 Discounts Pricing strategy Product strategy Seasonal trends Yield Yield management Since deregulation in the late 1970s, most airlines have been using a revenue maximizing technique called yield management (YM). YM allows the airlines to allocate...

... Country of origin Marketing strategy Product strategy There are many approaches to developing a firm’s marketing strategy (Kotler, 1997). The notion of a marketing strategy emphasizing the country‐of‐origin of the goods or merchandise to be marketed is also well represented in the marketing...

... be used as a stool for organizational learning. © MCB UP Limited 1997 Brand chartering Brand management Organizational learning Product strategy The purposes of this article are threefold: first, to highlight some of the pressures facing those who are charged with the management...

...James J. Hoffman; Marc J. Schniederjans; Leisa Flynn A critical concern for corporations test marketing new products involves test market city evaluation. In order for test marketing to be successful, corporations must identify cities that offer a good fit with the firm’s overall product strategy...

... the political correctness phenomenon. © MCB UP Limited 1994 Advertising effectiveness Brand equity Brand image Consumer attitudes Ideologies Marketing strategy Pressure groups Product strategy Target marketing The behavior of brand marketers is affected by general societal trends...