Segmentation and Market Strategy: Qualitative Insights from B2B Technology Executives, Art T. Weinstein, William C. Johnson
HCBE Faculty Articles

Product Fit and Consumer Attitude Toward Brand Extensions: The Moderating Role of Product Involvement, Herbert V. Brotspies, Innocent Nkwocha, William C. Johnson, Yeqing Bao
HCBE Faculty Articles

Superior Customer Value in the New Economy: Concepts and Cases, Art T. Weinstein, William C. Johnson
HCBE Faculty Books and Book Chapters