The evolution of generic brands in industrial markets: the challenges to owners of brand equity

An exploration of branding in industrial markets

Susan M. Mudambi, Peter Doyle, Veronica Wong · Industrial Marketing Management · 1997 · 385 citations · Full text

Business, Marketing, Marketing Management +12

Brand-naming industrial products

David Shipley, Paul Howard · Industrial Marketing Management · 1993 · 159 citations

The power of industrial brands

John Scriven · Long Range Planning · 1995 · 18 citations

Business, Marketing, Marketing Management +12

If Nike can "just do it," why can't we?

David C. Court, Anthony Freeling, Mark G. Leiter et al. · The McKinsey Quarterly · 1997 · 16 citations

Business, Marketing, Marketing Management +11