Sökning: "Riccardo Biondani"

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  1. 1. Brand extension pathway for niche-players

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Khrystsina Bakinouskaya; Cuma Sani Tiryaki; Riccardo Biondani; [2009]
    Nyckelord :Brand extension; niche companies; product portfolio; USP Unique Selling Proposition ; highly specialized players; brand equity.; Management of enterprises; Företagsledning; management; Business and Economics;

    Sammanfattning : Successful brand extension, niche marketing and maintenance of strong customer relations have been among popular issues for academic research over the last years. But the remarkable thing is that few studies have examined brand extensions in specialized niche players. LÄS MER