The preliminary discuss to Performance Auditing of Brand extension
With the increasing competition in the market, the brand extension has been used to improve their own competitiveness by more and more enterprises. Brand extension has many advantages, but its risks are also great. In practice, the failure example of brand extension is increasing. For decreasing the brand extension risk,many abroad enterprises entrust the performance audit of brand extension to external auditors or internal auditors. While the benefits and risks of brand extension are not widely recognized in china, and are rarely incorporated into the field of performance audit. Therefore the paper is mainly directed to the decision-making process of brand extension decision and the practice of brand extension, besides bringing forward self point about developing performance audit to brand extension.
brand brand extension performance auditing
Wang Jinfeng Nie Aiming
Shandong Institute of Business and Technology, Yantai, 264005, China
国际会议
烟台
英文
1017-1022
2010-08-06（万方平台首次上网日期，不代表论文的发表时间）