Brand alliances bring together two or more brands in joint marketing events that in theory should benefit all participants. But the science behind which brand alliances make the best “fit” has been weak, complicated by the difficulty in collecting data and determining the best measures. The reason is that brands are strategically combined into alliances ... Read More

Assume you are the head of R&D at a high-tech firm that develops new accessories for cell phones. One year ago, $200 million was budgeted to develop a new cell phone battery instead of developing a new cell phone screen. To date, $100 million has been spent, and the project is 75% complete. Then the company hears that a competitor has just marketed a cell ... Read More