Jill Avery

TL;DR: In this paper, the authors explore the emergent cultural landscape of open source branding and identify marketing strategies directed at the hunt for consumer engagement on the people's web, and discuss how web-based power struggles between marketer and consumer brand authors challenge accepted branding truths and paradigms: where short-term brands can trump long-term icons, where marketing looks more like public relations, and brand value is driven by risk, not returns.

TL;DR: In this article, the authors explore the emergent cultural landscape of open source branding and identify marketing strategies directed at the hunt for consumer engagement on the People's Web, and discuss how Web-based power struggles between marketers and consumer brand authors challenge accepted branding truths and paradigms: where short-term brands can trump long-term icons; where marketing looks more like public relations; where brand building gives way to brand protection; and brand value is driven by risk, not returns.

TL;DR: In this article, the authors proposed a conceptual framework to explain whether and when the introduction of a new retail store channel helps and hurts sales in existing direct channels, and found evidence of cross-channel cannibalization and synergy.

TL;DR: In this article, the authors proposed a conceptual framework to explain whether and when the introduction of a new retail store channel helps or hurts sales in existing direct channels by analyzing the capabilities of a channel that help consumers accomplish their shopping goals.

TL;DR: The authors introduced the concept of an underdog brand biography to describe an emerging trend in branding in which firms author a historical account of their humble origins, lack of resources, and determined struggle against the odds.