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