Francesca Beccacece

Bocconi University - Department of Decision Sciences

Via Roentgen 1

Milan, 20136

Italy

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Risk Analysis in Brand Valuation

Number of pages: 21 Posted: 19 Sep 2006
Francesca Beccacece, Emanuele Borgonovo and Francesco Reggiani
Bocconi University - Department of Decision Sciences, Bocconi University - Department of Decision Sciences and University of Zurich
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Abstract:

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Brand Valuation, Hirose Methodology, Risk Analysis, Brand Default Probability