Technical Note
Favorite

Design of the Offering: Product Portfolios, Brands and Prices

This technical note provides an overview of the main operational decisions involved in defining a company's offering: the products and/or services to be offered, the brands they will be marketed under, and the prices that will apply. Given the breadth of this subject, the focus is on the key issues that should be considered by general management. In the first part of the note, the defining elements of an offering developed to enter a new market are discussed. The second part outlines the decisions made when adapting an existing offering to market changes, whether to capitalize on new opportunities or in response to the competitive dynamics that characterize mature markets.

Collection: IESE (España)
Ref: MN-413-E
Format: PDF
Number of pages: 13
Publication Date: May 26, 2021
Language: English, Spanish

Description

This technical note provides an overview of the main operational decisions involved in defining a company's offering: the products and/or services to be offered, the brands they will be marketed under, and the prices that will apply. Given the breadth of this subject, the focus is on the key issues that should be considered by general management. In the first part of the note, the defining elements of an offering developed to enter a new market are discussed. The second part outlines the decisions made when adapting an existing offering to market changes, whether to capitalize on new opportunities or in response to the competitive dynamics that characterize mature markets.
Read more

Design of the Offering: Product Portfolios, Brands and Prices

Options of use
Number of copies
- +
As low as €8.20

Are you interested in this product?

Add it to your favourites so that your institution can purchase it.
You'll be able to order once your profile has been validated.
Add to wishlist

Leave your rating

"Design of the Offering: Product Portfolios, Brands and Prices"