Journal of Product & Brand Management: Volume 3 Issue 2

The Ideology of Political Correctness and Its Effect on Brand Strategy

Lea Prevel Katsanis

Describes the phenomenon of political correctness and its effect on theway brand marketers conduct their business. Discusses in detail theeffect of this ideology on brand…

Matching Appropriate Pricing Strategy with Markets and Objectives

Charles R. Duke

Standard approaches to price decisions are normally illustrated asstep‐by‐step developments that try to group pricing issues loosely intosome format. These current approaches do…

Why Would a Company Want to Enter a Joint Venture in the Former Soviet Union or Eastern Europe?

Douglas L. Bartley, Michael S. Minor

Restructuring activities in the former Soviet Union and Eastern Europepresent enticing opportunities for firms to consider foreign investmentin these emerging areas…

Commentary: Brand Marketing the First Private National Commercial TV Station in Central Europel

Eugene Secunda

Describes how, three years after the fall of the communist government inCzechoslovakia, NOVA, the first privately owned commercial televisionstation in Central Europe began…

Commentary: Securing the Future of Your Brand

Scott Davis

Offers two new practical mechanisms on how best to ensure a brand′sfuture viability: developing a key brand insurance strategy andmeasuring return on brand investments (ROBI). A…

Innovator Buying Behavior Over Time:: The Innovator Buying Cycle and the Cumulative Effects of Innovations

Frank Alpert

Earlier research on this topic focussed on the adoption of an innovationin isolation from other innovations. Analyzes the cumulative effects ofearlier innovations on the adoption…