When the name is the game

Marco Bertini; John Gourville; Elie Ofek

doi:10.1111/j.1467-8616.2011.00774.x

When the name is the game

Marco Bertini, John Gourville, Elie Ofek

Research output: Indexed journal article › Article › peer-review

1 Citation (Scopus)

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, Marco Bertini, John Gourville and Elie Ofek have done extensive research and found that names can play an enormous role in a product's success.

Original language	English
Pages (from-to)	50-55
Number of pages	6
Journal	Business Strategy Review
Volume	22
Issue number	3
DOIs	https://doi.org/10.1111/j.1467-8616.2011.00774.x
Publication status	Published - Sept 2011
Externally published	Yes

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10.1111/j.1467-8616.2011.00774.x

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When the name is the game

Abstract

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