Capitalizing™ – optimising strategic and tactical choices in the context of a major product launch
Philippe Jourdan and Valérie JourdanJPL Consulting and Panel On The Web, France
Damien de PonthaudGillette, France
INTRODUCTION
This article...
Capitalizing (TM) - optimising strategic and tactical choices in the context of a major product launch
This paper details a practical example of Capitalizing (TM), a research tool with an innovative method that estimates the brand's contribution to the market share and to the price of a product (or service).
