The traditional product life cycle framework has little to say about the competitive processes
that accompany the evolution of a market. The first part of the article identifies the major …

Purpose – Companies changing their brand names are frequently reported in the business
press but this phenomenon has as yet received little academic attention. This paper sets out …

A majority of mergers and acquisitions are horizontal, combining companies within the
same industry. They are most frequently motivated by a desire to achieve revenue and profit …

Multi-sided platforms bring together two or more distinct but interdependent groups of
customers, normally described as B2B and B2C. Two-sided platforms have proliferated rapidly …

The link between corporate social responsibility (CSR) initiatives and company performance
has been researched extensively, but the findings have been inconclusive or even …

Brand managers in most markets use some types of marketing inputs such as advertising to
build and manage their brands, with the objective of strengthening brand equity. Previous …

A prevalent view among both academics and managers is that pioneers enjoy an enduring
advantage over all later market entrants. The study reported in this paper tests this assertion …

… Mary Lambkin is Professor of Marketing at the Smurfit School of Business at University …
Mary Lambkin is the corresponding author and can be contacted at: mary.lambkin@ucd.ie …

Companies adopting new brand names are frequently reported in the business press but this
phenomenon has as yet received little academic attention. Dispensing with an established …

This paper examines the relationships between product and corporate brands with a view to
clarifying the role and function of corporate branding in the context of different brand …