Considers the importance of a firms′ reputation to the success or
failure of its brands; the effect on the firm′s brand when a firm′s
reputation decays; how important it is for a firm to maintain or advance
I reputation; how a brand′s reputation can be transferred to other
products. Addresses and discusses these issues in detail and emphasises
the importance of reputation to the ultimate success of a product and
company and warns against ignoring its fragility.
Can a brand′s reputation be transferred successfully to other products?
What is the importance of a firm′s reputation to the success or failure
of its brands? What is the effect on the firm′s brands when a firm′s
reputation, through either acquisition or restructuring, decays. How
important is it for a firm to maintain or enhance its reputation?
Describe a model of reputation creation and destruction and shows how
the brand extension decision can be addressed using the model.
Previous studies of corporate reputation have either confirmed its existence as an influence agent or described in general terms its effects on other attributes (quality, price, advertising, etc.). The competitive credibility model of reputation building is formulated and tested through simulation. Reports and discusses results.
If there is any one function managers most despise, it is the art
of forecasting. By its very nature it concerns guessing the outcome of
future events. Do all firms forecast the same? Compares forecasting
behavior between industrial product firms and consumer product firms.
Examines issues such as who does the forecasting, the frequency of
forecasts, and the areas in which forecasts are made. Assesses the
results gained from the forecasting effort and examines significant
differences in forecasting behavior.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.