Category Extension and Innovation
998 views · Published 28 July 2009 · 1:50 · Indexed 20 September 2026
Channel: Fisher College of Business · 2009 · Education
Michael Bills, executive in residence at The Ohio State University's Fisher College of Business, discusses how brand extensions can disrupt corporate innovation. A common mistake is for companies to make category extensions, which creates innumerable versions of a brand or product line. Bills said this practice is common in the fast food industry and creates a level of consumer confusion. The extension is often the replacement for the creation of incremental and groundbreaking innovation that can be long-term benefit to a corporation. http://fisher.osu.edu/execed
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