Using an Existing Brand Name to Introduce a Product That

question 253

Multiple Choice

Using an existing brand name to introduce a product that is new to the company into a totally new,unfamiliar market seems like a good idea.Several years ago,Cosmopolitan magazine introduced Cosmopolitan-branded yogurt,and it failed quickly.This innovation strategy is known as a

• A)radical invention
• B)product line extension
• C)disruptive innovation
• D)brand extension
• E)product deletion

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Definitions:

Inputs

Resources, information, or energy that is put into a system or process to achieve output or results.

Processes

Sequences of activities or steps designed to achieve a specific outcome or goal.

Task Performance

The execution and completion of specific duties or responsibilities that contribute to the achievement of a goal.

Storming Stage

The second phase in group development characterized by conflict and competition as group members begin to express differing opinions and establish their roles.