... characteristics and firm-specific capabilities to performance. Based on a survey conducted by the World Bank, data on 17,196 firms in 20 Latin American countries were constructed and analysed. Findings – The performance impacts of a firm's operations capability, technological capability and marketing...

.... Design/methodology/approach The study applies a measure of conditions among competitors, namely market position and extension outcome, as well a firm's own technological capability, in order to develop the fight‐back strategy of brand counter‐extensions. Findings The results verify that utilizing...