Brand Portfolio Strategy and Firm Performance

By Neil A. Morgan, Lopo L. Rego. 2009

389 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/0f8ae696c5d1d75327ce09d7453975d0834dc121

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Citations in the corpus

Inbound open innovation for enhanced performance: Enablers and opportunities (2013, background): “In qualitative terms, Tobin's q compares a firm's market value with its replacement cost (Morgan & Rego, 2009).”
On the value relevance of customer satisfaction. Multiple drivers and multiple markets (2012, methodology): “The selection of firm covariates for our model is based on the existing empirical evidence of these variables’ relationships to firms’ intangible assets (e.g., Anderson and Mansi 2009; Luo and Donthu 2006; Morgan and Rego 2009 ).”
Harnessing the Influence of Social Proof in Online Shopping: The Effect of Electronic Word of Mouth on Sales of Digital Microproducts (2011, background): “Since products within a particular brand contribute to and share its brand reputation, and constitute its brand portfolio [30], it is very likely that eWOM related to the products in the portfolio will have a significant impact on a product purchasing decision.”
Building innovation capability: The role of top management innovativeness and relative-exploration orientation (2017, positive): “Following previous studies (e.g., Morgan & Rego, 2009), industry competition was measured using the Hirschman–Herfindahl index (HHI).”
Good, better, engaged? The effect of company-initiated customer engagement behavior on shareholder value (2018, methodology): “Competitive intensity Competitive intensity refers to the degree to which a firm faces competition in a market (Morgan and Rego 2009).”
Expanding to outward foreign direct investment or not? A multi-dimensional analysis of entry mode transformation of Chinese private exporting firms (2014, background): “The survivors of this fierce competition have established the internal capability needed for OFDI.”