search query: @author Thomas, L. / total: 10
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| Author: | Thomas, L. |
| Title: | Brand capital and entry order |
| Journal: | Journal of Economics and Management Strategy
1996 : SPRING, VOL. 5:1, p. 107-130 |
| Index terms: | BRANDS CAPITAL MANAGEMENT |
| Language: | eng |
| Abstract: | This paper develops the hypothesis that firms possess a stock of well-established brands, a stock termed brand capital. The firm with the greatest capital is able to introduce new products in response to new information about consumer tastes before rivals. The results using data from the ready-to-eat cereal industry not only support this hypothesis, but also distinguish brand capital from other sources of firm heterogeneity. The evolution of market structure can depend on the order of entry of new firms or products. |
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