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Keywords: re‐positioning.
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Journal Articles
Journal:
Business Strategy Series
Handbook of Business Strategy (2006) 7 (1): 101–106.
Published: 01 January 2006
... to this is the Darwinian view of adaptability where brands have extended and, indeed, developed their market position through innovation and re‐positioning. Equally, it considers the outcomes when there is little or no hope of resuscitating the brand, and the future of the organization. Mini cases studies are provided...
