PRODUCT EXTENSION STRATEGIES IN THE CONTEXT OF THE BUSINESS CYCLE, USING RED BULL AS A CASE STUDY
Keywords:
Business cycle, Product extension, Strategic innovation, Consumer behavior, Brand diversification, Sustainability, Global marketingAbstract
This paper examines product extension as a key strategy within the business cycle, using Red Bull as a case study. It highlights how the brand adapts through innovation, health-focused offerings, and localized products to stay competitive. Red Bull’s approach demonstrates how product extension can sustain growth, meet evolving consumer needs, and maintain market relevance.
References
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4. Red Bull GmbH. (2023). Company profile and product innovation. Retrieved from https://www.redbull.com
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7. NielsenIQ. (2021). What Consumers Want from Beverages in a Health-Conscious World. Retrieved from https://nielseniq.com
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Copyright (c) 2025 Fayoz Fayzullaev
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