Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/330513 
Year of Publication: 
2024
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 41 [Issue:] 6 [Year:] 2024 [Pages:] 70-78
Publisher: 
Thexis Verlag, St.Gallen
Abstract: 
Line extensions are highly valued and frequently used in the FMCG world as they promote brand growth. Based on 29 expert interviews, this article explores the goals of line extensions and the factors that contribute to their success. A framework provides an overview of the strategic options available.
Document Type: 
Article

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