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The Role of Corporate Versus Product Brand Dominance in Brand Portfolio Overlap: A Pitch

Author

Listed:
  • Ann Wallin

    (University of Queensland, Australia)

  • Amanda Spry

    (Cardiff University, United Kingdom)

Abstract

This letter explores an extension of the use of Faff’s (2015b) pitch template to a collaborative research setting. The pitch template can be used to enhance communication and clarify assumptions early in the research process, as well as to provide a backbone for the completion of the research. The authors offer their personal reflections on the use of the pitch and encourage other collaborative teams to use this tool to map out their future research projects.

Suggested Citation

  • Ann Wallin & Amanda Spry, 2016. "The Role of Corporate Versus Product Brand Dominance in Brand Portfolio Overlap: A Pitch," Journal of Accounting and Management Information Systems, Faculty of Accounting and Management Information Systems, The Bucharest University of Economic Studies, vol. 15(2), pages 434-439, June.
    • Handle: RePEc:ami:journl:v:15:y:2016:i:2:p:434-439
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    References listed on IDEAS

    as
    1. Taylor Randall & Karl Ulrich & David Reibstein, 1998. "Brand Equity and Vertical Product Line Extent," Marketing Science, INFORMS, vol. 17(4), pages 356-379.
    2. Robert W. Faff & Tom Smith, 2015. "A simple template for pitching research," Accounting and Finance, Accounting and Finance Association of Australia and New Zealand, vol. 55(2), pages 311-336, June.
    3. Kai-Lung Hui, 2004. "Product Variety Under Brand Influence: An Empirical Investigation of Personal Computer Demand," Management Science, INFORMS, vol. 50(5), pages 686-700, May.
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    Citations

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    Cited by:

    1. Robert W. Faff, 2019. "Adopting a Structured Abstract Design to More Effectively Catch Reader Attention: An Application of the Pitching Research® Framework," Capital Markets Review, Malaysian Finance Association, vol. 27(2), pages 1-13.
    2. Asmita Manchha, 2018. "Reflections on Pitching Research: Do It Your Own Way," Journal of Accounting and Management Information Systems, Faculty of Accounting and Management Information Systems, The Bucharest University of Economic Studies, vol. 17(2), pages 291-300, June.
    3. Binh Bui, 2021. "A critical examination of the use of research templates in accounting and finance," Accounting and Finance, Accounting and Finance Association of Australia and New Zealand, vol. 61(2), pages 2671-2696, June.

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    More about this item

    Keywords

    Pitching Research; Marketing; Brand Portfolio Management; Brand Overlap;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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