Yale School of Management

Posts by Faculty & Research

In Good Company

February 11, 2020
Blocks that spell brand

Brand extensions are a common way companies seek to increase sales in new product categories, whether it be yoga apparel company Lululemon launching a skincare line or premium fitness center Equinox branching out into hotels. When contemplating brand extensions marketers think a lot about parent...

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Good Profits

September 25, 2014

womanVijay Sharma readily divides his career in two. In the first part, he did business as business is normally done. He managed marketing and sales the way they have been taught and managed for years. He built a consumer base and studied up on consumer choice. “And then I moved on,” he said.

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