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Drivers of line extension success: Understanding and implementing line extensions of fmcg brands

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  • Biallowons, Sophie
  • Schmitz, Anna-Karina
  • Faßnacht, Martin

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.

Suggested Citation

  • Biallowons, Sophie & Schmitz, Anna-Karina & Faßnacht, Martin, 2024. "Drivers of line extension success: Understanding and implementing line extensions of fmcg brands," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 41(6), pages 70-78.
    • Handle: RePEc:zbw:hsgmrs:330513
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