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Taking an Existing Brand Name Online

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Under what circumstances would it make sense to take an existing brand name online? When would it not make sense?

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Under what circumstances would it make sense to take an existing brand name online? When would it not make sense?

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It will make sense of taking an existing brand name online when there are serious competitive threats from other players that are using online channel to augment their sales. For example, when amazon started capturing strong market share in book retailing industry via its online portal, many traditional players like Barnes and Noble realized that they ...

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Sandeep Bardia, MBA
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  • BCom, SGTB Khalsa College, University of Delhi
  • MBA, Rochester Institute of Technology
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