Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/158909
Authors: 
Ju Choi, Chang
Scarpa, Carlo
Year of Publication: 
1988
Series/Report no.: 
Quaderni - Working Paper DSE 66
Abstract: 
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.
Persistent Identifier of the first edition: 
Creative Commons License: 
https://creativecommons.org/licenses/by-nc/3.0/
Document Type: 
Working Paper

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