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In Aesop’s fable about the goose that laid the golden
egg, the goose’s owner became impatient waiting for
each golden egg to be laid so he killed his goose, anticipating
that her insides held solid gold. Instead, he found only her
internal organs. The man’s impulsiveness ended his ability
to get more golden eggs and ruined his life.
For certain business organizations, the goose and the golden
egg is a metaphor for a marketing fear. Companies whose success
is based on a single brand are worried that any attempt to
line-extend that brand — get more eggs out of it —
will cannibalize, diminish or even end its golden life cycle.
Their approach, defined by Ricky W. Griffin in the Fundamentals
of Management as a single-product strategy, can sometimes
be effective. Conversely, it holds significant risks, especially
if customer needs change or the competition is more aggressive
in the marketplace. It can also stunt the growth of a brand
that customers would be highly receptive to purchase in other
forms. The question for apprehensive companies considering
moving away from a single-product strategy is how to do so
without killing the brand that has yielded so much gold over
the years.
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