Counteracting Forces in Multi-branded Product Platform Development
Article by Dean Christer Karlsson to be published in Journal of Product Innovation Management.
Multi-branded product platforms represent a concurrently promising and challenging strategy to companies striving to get beyond possible economies of scale and scope within a single organization or brand.
The strategic aim of multi-branded platform development is to create financial synergies by combining assets across several brands and product programmes.
To view the article, please click on the link below.
This article will be published in the November issue of Journal of Product Innovation Management. JPIM is ranked no 10 of all scientific journals in the world in the Management field by Thomson citation index. It is also the official journal of the PDMA (Product Development and Management Association).