A Bibliometric Review of Brand and Product Deletion Research: Setting a Research Agenda

In order to succeed in today's dynamic and competitive marketplace, it is of paramount importance for firms to manage their brand and product portfolios such that they not only create or acquire new brands/products, manage the existing ones, but also delete the ones that are underperforming. Brand/product deletion is an important but daunting strategic choice for firms. It deserves focused academic research attention, especially theory development, due to the fragmented nature of the literature in this field. This article conducts a comprehensive bibliometric review on relevant publications in the brand/product deletion literature with an aim to provide insights into the field's current intellectual structure and thematic classification of the published studies, and offers avenues for future development of this critical area of strategic brand and product management.