CHRISTIANSEN, JOHN K.; VARNES, CLAUS J.; HOLLENSEN, BIRGITTE - In: International Journal of Innovation Management (ijim) 13 (2009) 03, pp. 319-348
How do brand and product development processes interact? How do brands and branding strategies influence product … development? Moreover, does a branding strategy facilitate or impede the development process? So far, research on product … emphasized what types of line extensions to create rather than on how to integrate brands and product development processes …