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Empirical Conclusion from the Managerial Perception for the Various Multi-Brands Strategies and their Implementations

Author

Listed:
  • Hasan, Syed Akif
  • Subhani, Muhammad Imtiaz

Abstract

This study enumerates the implicit conclusions (i.e. rank/ importance of multi brand strategies) which are drawn from the managerial perception for various multi-brand strategies while interrogating the impact of such conclusions on the level of implementation of stated strategies. The study concludes that the strategies which have the higher perceptual rank (importance) are not necessarily implemented the most, as the strategy in terms of obtaining more shelf space has a lower comparative rank (importance as perceived by mangers) but it has the significant and highest level of implementation, while, the strategy in terms of occupying the various market segments has an insignificant level of implementations though it has a highest score of perceived importance by managers.

Suggested Citation

  • Hasan, Syed Akif & Subhani, Muhammad Imtiaz, 2011. "Empirical Conclusion from the Managerial Perception for the Various Multi-Brands Strategies and their Implementations," MPRA Paper 34755, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:34755
    as

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    File URL: https://mpra.ub.uni-muenchen.de/34755/1/MPRA_paper_34755.pdf
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    References listed on IDEAS

    as
    1. Gilbert, Richard J & Matutes, Carmen, 1993. "Product Line Rivalry with Brand Differentiation," Journal of Industrial Economics, Wiley Blackwell, vol. 41(3), pages 223-240, September.
    2. Mary W. Sullivan, 1992. "Brand Extensions: When to Use Them," Management Science, INFORMS, vol. 38(6), pages 793-806, June.
    3. Henry Mintzberg, 1978. "Patterns in Strategy Formation," Management Science, INFORMS, vol. 24(9), pages 934-948, May.
    4. Eli Segev, 1987. "Strategy, Strategy Making, and Performance---An Empirical Investigation," Management Science, INFORMS, vol. 33(2), pages 258-269, February.
    5. Gregory S. Carpenter & Kent Nakamoto, 1990. "Competitive Strategies for Late Entry into a Market with a Dominant Brand," Management Science, INFORMS, vol. 36(10), pages 1268-1278, October.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    Multi-brand strategies; managerial perception; shelf-space; market segments;

    JEL classification:

    • A11 - General Economics and Teaching - - General Economics - - - Role of Economics; Role of Economists
    • L1 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance

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