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Publications

When the Name Is the Game

By: Marco Bertini, John Gourville and Elie Ofek
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Abstract

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

Next-generation Products; Product Development; Brands and Branding; Marketing; Global Range

Citation

Bertini, Marco, John Gourville, and Elie Ofek. "When the Name Is the Game." Business Strategy Review 22, no. 3 (Fall 2011): 50–55.

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