When the name is the game

Marco Bertini, John Gourville, Elie Ofek

Research output: Indexed journal article Articlepeer-review

1 Citation (Scopus)


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 languageEnglish
Pages (from-to)50-55
Number of pages6
JournalBusiness Strategy Review
Issue number3
Publication statusPublished - Sept 2011
Externally publishedYes


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