The Brand Extension Decision of Corporate Startups: Designing a decision method for the brand extension decision of the B2C corporate startups within Rabobank

Rabobank has its own corporate accelerator, called the InnoHub. Within InnoHub there are corporate startups, called the Moonshots. The assignment of this project was to develop a decision method for the brand extension decision of the B2C Moonshots. The brand extension decision is defined as the decision the Moonshots have to make in branding...