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  1. 1. Brands in Bad Company

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Franziska Kittl; María Victoria Pazo; [2011]
    Nyckelord :Management of enterprises; Företagsledning; management; Business and Economics;

    Sammanfattning : Springing from the relatively newco-creation paradigm, this article is based on the fact that consumers have asignificant influence on the brand building process. However consumers cannotbe understood as a sound and compact group of buyers with homogeneous values. LÄS MER