Article | Business Strategy Review

When the Name Is the Game

by Marco Bertini, John Gourville and Elie Ofek

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: Globalized Markets and Industries; Product; Success;

Format: Print Find at Harvard

Citation:

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

About the Authors

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John T. Gourville
Albert J. Weatherhead, Jr. Professor of Business Administration
Marketing

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Elie Ofek
T.J. Dermot Dunphy Professor of Business Administration
Marketing

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