Table 4.

Overview of extraction strategies

Strategic options	Description	Effect	Source
Continuation of existing product line	Leverage promotional campaign and pricing strategies to maximize the potential turnover	Short-term	Kvesic (2008), Raasch (2009)
Differentiation	Competitive advantage through brand recognition; strong brand image	Mid-term	Agrawal and Thakkar (1997)
Exit strategy	‘Milking’ of the product; letting the product slowly phase out	Short-term	Chandon (2004)
Licensing	Licensing or selling of the exclusive rights to generic manufacturers	Short-term	Glasgow (2001)