Brand extension Re read Gourville 2006 Session 2 major reading Capon N et al

Brand extension re read gourville 2006 session 2

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Brand extension
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Re-read Gourville (2006) (Session 2 major reading) Capon, N. et al. (2001) “Brand custodianship: A new primer for senior managers,” European Management Journal 19(3): 215-227 Chakravorti, B. (2004) “The new rules for bringing innovations to market,” Harvard Business Review , 82(3): 58-67 Fisher, M.L. (1997) “What is the right supply chain for your product?” Harvard Business Review , March-April: 105-116 Major Readings Textbook Reading: (NOT obligatory) Kotler et al. (2009 or 2012) Ch. 12,14,17; or Kotler et al. (2016) Ch. 12,14,19
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Re-read Reichheld (2003) (Session 3 major reading) Day, G.S. (2003) “Creating a superior customer-relating capability,” Sloan Management Review 44(3): 77-82 Narayandas, D. (2005) “Building loyalty in business markets,” Harvard Business Review, September: 131-139 Major Readings for next Session Textbook Reading: (NOT obligatory) Kotler et al. (2009/ 2012/2016) Ch. 11, 21
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For-credit case assignment Write-up due at 4pm, 23 Nov (Fri) – submit to MPhil in Management programme office One write-up per team More details in course outline Case discussion in next session: please be prepared with your teammates! Note: Evaluation criteria similar to exam and project Main objective is to conduct analysis , not to learn facts Consider issues in the context (time, market served M) of the case You can assume the reader has read the case Try to relate to course as you see fit You may do extra research as you see fit No right or wrong answers Special Notice: Case Study Assignment Château Margaux: Launching the Third Wine
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