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Ju Choi, Chang
Scarpa, Carlo
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Quaderni - Working Paper DSE No. 66
Alma Mater Studiorum - Università di Bologna, Dipartimento di Scienze Economiche (DSE), Bologna
In many industries, we observe various "groups" of products linked by a common brand name. This approach to launching products extends the existing reputation, in this case the brand name, also to achieve the existing certain economies of scope in areas such as advertising costs.
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Working Paper

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