Table of contents
Commercializing intellectual property: a university‐industry alliance for new product development
Cyril M. Logar, Thomas G. Ponzurick, John R. Spears, Karen Russo FranceThis article outlines a process, whereby public research efforts can be joined with private sector product needs creating a commercialization culture that can help provide…
1928
Food service franchisors and their co‐branding methods
Joyce A. Young, Casondra D. Hoggatt, Audhesh K. PaswanThe current paper describes various co‐branding methods that are available to franchisors and franchisees. The paper also presents an exploratory study that provides some insight…
6352
Revitalizing mature packaged goods
Brian Wansink, Cynthia HuffmanManagers of mature or established brands have received little guidance regarding the strategic and tactical decisions they must make to keep their brands healthy. By focusing on…
3254
A conceptual study on brand valuation
A. Seetharaman, Zainal Azlan Bin Mohd Nadzir, S. GunalanRecognizing brands on the company’s financial statement as an identifiable intangible asset is a relatively recent development in financial reporting, which only became a focus of…
11390
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou