Dean Wilkie

• Wilkie, D.C.H, Johnson, L.W., White, L., "Strategies used to Defend Pharmaceutical Brands from Generics", European Journal of Marketing, forthcoming
• Purpose - The research provided an empirical comparison of the results of three brand's marketing defence strategies used to protect the brand from generic brands
• Results - The analysis showed that several marketing mix components were effective in limiting the impact of generic brands. What was critical to each component's success was ensuring that it was implemented before the launch of the generic brands
• Wilkie, D.C.H., Johnson, L.W., White, L., "The impact of low price brands on the order of entry effect", Journal of Marketing Management, forthcoming
• Purpose - The objectives of this research were to investigate (1) if a later entrant can reduce an order of entry effect by positioning itself as a low price brand (2) if the type of low price brand impacts the effectiveness of this strategy
• Results - The results indicate that in a majority of categories a low price strategy can reduce the market share penalty for being a later entrant. In addition, the results provide evidence that leveraging an existing store brand name does not provide a strategic advantage over establishing a new generic brand name

Conference papers

• Wilkie, D.C.H., Johnson, L.W., White, L., (2010) "Leveraging brand associations in developing line extensions", ANZMAC 2010
• Awarded Best Paper in Track
• Wilkie, D.C.H., Johnson, L.W., White, L., (2010) "The Impact of Low Price Brands on the Order of Entry Advantage", Thought Leaders Conference in Brand Management
• Wilkie, D.C.H., Johnson, L.W., White, L., (2009) "An empirical analysis of the impact of low price brands on the order of entry advantage", ANZMAC 2009

• Order of entry effects
• Brand management
• Product innovation
• Low price brands
• Product cannibalisation

• ASB Special Research Grant, "Managers Attitudes towards Line Extensions", $3000