The document discusses strategies for product and service offerings, including modifying an organization's offering mix through additions that are consistent with existing offerings and have viable market niches. It also describes the new offering development process of idea generation, screening, business and market analysis, and commercialization. The life-cycle concept of introduction, growth, maturity, and decline is explained. Branding and positioning strategies are also summarized, along with types of brand growth strategies.

1. Chapter 5 Product and Service Strategy and Brand Management

4. New-Offering Development Process Idea Generation / Screening Business Analysis Market Testing Commercialization