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| Topic: |
Business
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| Number of pages / Number of words: |
3 / 784 |
Essay's paper body
Launching a new product under a strong existing brand name gives the new brand instant recognition and credibility while using much less advertising outlay.
Microsoft was a very successful marketer in the 1980s and 1990s in many respects because it was able to convince corporations that its less technically capable and less innovative products than those produced by others, such as Apple and UNIX, were nonetheless the best choice for businesses operating personal computers...
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Microsoft also successfully convinced businesses to upgrade software frequently, even in the absence of major innovations. On the other hand, more recently the company has fallen into disfavor as its anti-competitive practices became widely known and companies and consumers have become more aware of its shortfalls...
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