Product and Brand Management

This track invites papers covering the various aspects of product management, product marketing and brand. Research bringing forth theoretical and methodological approaches that connects with the conference theme will be the primary focus. Various topics may include, but are not limited to: new product design and development; role of marketing elements in product development; cross-unit, cross-function and cross-team issues in product development; role of government, society and competition in product innovation, development and marketing; product life cycle management; issues and strategies to manage the current products; product adoption and diffusion strategy; brand portfolio strategies; brand re(positioning); branding and role of media; brand loyalty; brand equity management and measurement; brand building; corporate branding; brand and culture; brand co-creation; brand communities; brand globalization. Both conceptual and empirical works are welcome in this track with application implications