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Keywords: Shared brands
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Journal Articles
International Journal of Wine Business Research (2018) 30 (2): 243–259.
Published: 18 June 2018
...Virginia Aparecida Castro; Janaina de Moura Engracia Giraldi Purpose The purpose of this paper is to investigate if shared brands provide sustainable competitive advantage according to an adapted valuable, rare, imitability/replaceability and organization (VRIO) model to the Brazilian wine sector...
