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Factors of successful brand extensions in the FMCG industry
Dissertation (MBA)--University of Pretoria, 2006.
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| Format: | Thesis |
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University of Pretoria
2013
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| _version_ | 1867613530820182016 |
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| access_status_str | Open Access |
| author2 | Goldman, Michael |
| author_browse | Goldman, Michael |
| author_facet | Goldman, Michael |
| collection | Thesis |
| dc_rights_str_mv | © 2006 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria |
| description | Dissertation (MBA)--University of Pretoria, 2006. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/23682 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:37:37.270Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/23682 Factors of successful brand extensions in the FMCG industry Goldman, Michael upetd@up.ac.za Seyama, William UCTD Product management Dissertation (MBA)--University of Pretoria, 2006. FMCG companies use extensions to launch bulk of their new products. This trend is set to continue despite the growing literature which indicates that increasing number of extensions fail in the first 3 years of launch. Thus it is necessary for Brand Product Managers to understand factors of successful extensions. In this report a National Brands LTD (NBL) case study was conducted using 5 factors that were researched by Nijssen (1997), to analyse 7 extensions linked to 4 brands and that were launched in the last 3 years. Of the studied extensions, 4 have been found to have to have influence on the success of extensions. Findings of 1 factor were not conclusive. A factor that did not form part of the research propositions was also found to be key for the success of extensions. Gordon Institute of Business Science (GIBS) unrestricted 2013-09-06T15:44:22Z 2010-06-29 2013-09-06T15:44:22Z 2007-04-08 2006 2010-04-01 Dissertation Seyama, W 2006, Factors of successful brand extensions in the FMCG industry, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/23682 > G10/268/ag http://hdl.handle.net/2263/23682 http://upetd.up.ac.za/thesis/available/etd-04012010-113445/ © 2006 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria application/pdf University of Pretoria |
| spellingShingle | UCTD Product management Factors of successful brand extensions in the FMCG industry |
| title | Factors of successful brand extensions in the FMCG industry |
| title_full | Factors of successful brand extensions in the FMCG industry |
| title_fullStr | Factors of successful brand extensions in the FMCG industry |
| title_full_unstemmed | Factors of successful brand extensions in the FMCG industry |
| title_short | Factors of successful brand extensions in the FMCG industry |
| title_sort | factors of successful brand extensions in the fmcg industry |
| topic | UCTD Product management |
| url | http://hdl.handle.net/2263/23682 http://upetd.up.ac.za/thesis/available/etd-04012010-113445/ |