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. © 2011 London Business School.
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CITATION STYLE
APA
Bertini, M., Gourville, J., & Ofek, E. (2011). When the name is the game. Business Strategy Review, 22(3), 50–55. https://doi.org/10.1111/j.1467-8616.2011.00774.x
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