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The extant literature contends that a new product extension’s success is an increasing function of the parent brand’s quality and the degree of fit between the parent brand and extension. We develop theory to explore relationships between parent quality, image fit and functional fit. Each of...
The interaction between market orientation and facets of the environment is theoretically compelling and is hence the primary interaction studied in market orientation literature. Yet empirical literature offers mixed findings regarding these interaction effects. We suggest that these mixed...
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