Factors of successful brand extensions in the FMCG industry

dc.contributor.advisorGoldman, Michaelen
dc.contributor.emailupetd@up.ac.zaen
dc.contributor.postgraduateSeyama, Williamen
dc.date.accessioned2013-09-06T15:44:22Z
dc.date.available2010-06-29en
dc.date.available2013-09-06T15:44:22Z
dc.date.created2007-04-08en
dc.date.issued2006en
dc.date.submitted2010-04-01en
dc.descriptionDissertation (MBA)--University of Pretoria, 2006.en
dc.description.abstractFMCG companies use extensions to launch bulk of their new products. This trend is set to continue despite the growing literature which indicates that increasing number of extensions fail in the first 3 years of launch. Thus it is necessary for Brand Product Managers to understand factors of successful extensions. In this report a National Brands LTD (NBL) case study was conducted using 5 factors that were researched by Nijssen (1997), to analyse 7 extensions linked to 4 brands and that were launched in the last 3 years. Of the studied extensions, 4 have been found to have to have influence on the success of extensions. Findings of 1 factor were not conclusive. A factor that did not form part of the research propositions was also found to be key for the success of extensions.en
dc.description.availabilityunrestricteden
dc.description.departmentGordon Institute of Business Science (GIBS)en
dc.identifier.citationSeyama, W 2006, Factors of successful brand extensions in the FMCG industry, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/23682 >en
dc.identifier.otherG10/268/agen
dc.identifier.upetdurlhttp://upetd.up.ac.za/thesis/available/etd-04012010-113445/en
dc.identifier.urihttp://hdl.handle.net/2263/23682
dc.language.isoen
dc.publisherUniversity of Pretoriaen_ZA
dc.rights© 2006 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoriaen
dc.subjectUCTDen_US
dc.subjectProduct managementen
dc.titleFactors of successful brand extensions in the FMCG industryen
dc.typeDissertationen

Files

Original bundle

Now showing 1 - 1 of 1
Thumbnail Image
Name:
dissertation.pdf
Size:
1.16 MB
Format:
Adobe Portable Document Format
Download

Collections

Theses and Dissertations (University of Pretoria)
Theses and Dissertations (Gordon Institute of Business Science (GIBS))
Simple item page