TY  - JOUR 
AU  - Temprano García, Víctor
AU  - Rodríguez Escudero, Ana Isabel
AU  - Rodríguez Pinto, Javier
PY  - 2021
SN  - 0263-2373
UR  - https://uvadoc.uva.es/handle/10324/64811
AB  - Although brand deletion (BD) is a key strategic decision within brand portfolio management, it has received very little attention in the scientific literature. This research expands the knowledge base on the BD strategy, particularly in the execution...
LA  - eng
PB  - Elsevier
KW  - Brand deletion; Strategic implementation; Formalization; Decentralization; Consensus; Communication; Brand deletion performance
TI  - Brand deletion implementation: the effect on performance of context and process factors
DO  - https://doi.org/10.1016/j.emj.2020.07.002
ER  -