Here are a couple of excellent recent articles from K @ W...
The first talks about the "Walled Garden" vs. "Open Plains" approach of new product launches...
http://knowledge.wharton.upenn.edu/article...?articleid=1804
The second talks about identity signaling -- and gives some important insights into branding and marketing products to people who want to be similar but different.
http://knowledge.wharton.upenn.edu/article...?articleid=1803
If you like K @ W...be sure to subscribe to their newsletters and / or podcasts. Wharton is one of the top b-schools in the country (#3 according to USN&WR's 2008 rankings)...I'm amazed at how much of their very well-researched content is free! It's almost like you can get an MBA for nothin'...
