Drivers of line extension success: Understanding and implementing line extensions of fmcg brands

Sophie Biallowons, Anna-Karina Schmitz and Martin Faßnacht

Marketing Review St.Gallen, 2024, vol. 41, issue 6, 70-78

Abstract: Line extensions are highly valued and frequently used in the FMCG world as they promote brand growth. Based on 29 expert interviews, this article explores the goals of line extensions and the factors that contribute to their success. A framework provides an overview of the strategic options available.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:hsgmrs:330513

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