Monitoring Marketing Sources of Brand Reputation Risk
Fournier, Susan, Srinivasan, Shuba
Sibling Rivalry: Estimating Cannibalization Rates for Innovations
van Heerde, Harald J., Srinivasan, Shuba, Dekimpe, Marnik G.
Mind-Set Metrics: Consumer Attitudes and the Bottom Line
Srinivasan, Shuba
Editorial: Brand Risk
Fournier, Susan, Srinivasan, Shuba
The Frontlines of Brand Risk
Fournier, Susan, Srinivasan, Shuba
Branding and the Risk Management Imperative
Fournier, Susan, Srinivasan, Shuba
Turning Socio-Political Risk to Your Brand’s Advantage
Fournier, Susan, Srinivasan, Shuba, Marrinan, Patrick