The following articles provide further insight into the area of managing existing products:
Caminiti, Susan (1996), "Ralph Lauren-The emperor has clothes," Fortune, November 11, Vo. 134, No. 9, pp. 80-92.
This article profiles one of America's leading designers-Ralph Lauren. The crux of the article deals with understanding the nature of the product and the market niche it serves. The guiding premise for the success of this designer has rested on the doctrine of marketing "clothing that is not shocking, just incrementally nicer, with snob appeal prominently in the weave.
Dugan, Jeanne I. (1996), "The Thing That Ate the Kid's Market," Business Week, November 4,
pp. 174-176.
This article traces the management of Goosebump books into a major entertainment and merchandise brand. Targeted at children, the brand has consistently created something new on a regular basis to keep the excitement going. The brand's latest foray is onto licensing and feature-length movies in an attempt to legitimize the brand into something larger than a fad.
