Themes Vol. 3 No. 2 / 2011

The “Risky” Side Of Brand Equity:
HOW BRANDS REDUCE CAPITAL COSTS

Lopo L. Rego, Matthew T. Billett and Neil A. Morgan

pp. 8-15

PREFERENCE MARKETS IN NEW PRODUCT DEVELOPMENT

Ely Dahan, Arina Soukhoroukova and Martin Spann

pp.16 - 25

Reducing Assortments without Losing Business
KEY LESSONS FOR RETAILERS AND MANUFACTURERS

Laurens Sloot and Peter Verhoef

pp. 26 - 33

Turning Employees into Brand Champions:
LEADERSHIP STYLE MAKES A DIFFERENCE

Felicitas M. Morhart, Walter Herzog and Torsten Tomczak

pp. 34 - 43

SHOULD TOP MANAGEMENT GET INVOLVED IN MARKET INFORMATION COLLECTION EFFORTS?

Nukhet Harmancioglu, Amir Grinstein and Arieh Goldman

pp. 44 - 49

Different Channel – Different Price?
INVESTIGATING THE PRACTICE OF MULTI-CHANNEL PRICE DIFFERENTIATION

Agnieszka Wolk and Christine Ebling

pp. 50 - 53

MIR TALKS TO HUBERTINE UNDERBERG-RUDER,
PRESIDENT OF THE BOARD OF DIRECTORS, UNDERBERG AG

Interview by Hermann Diller

pp. 54 - 60