| Business Strategy Review
When the Name Is the Game
In Romeo and Juliet, the fair maiden asks, "What's in a name?" When it comes to marketing next-generation products for the global marketplace, we have done extensive research and found that names can play an enormous role in a product's success.
Keywords: Globalized Markets and Industries;
Bertini, Marco, John Gourville, and Elie Ofek. "When the Name Is the Game." Business Strategy Review 22, no. 3 (2011).