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Keywords: Private branding
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Journal Articles
Exploring the gap between policy and practice in private branding strategy management in an emerging market
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2017) 34 (4): 559–578.
Published: 10 July 2017
... were conducted with: 36 store managers and the marketing director of a large emerging market retail chain. Findings Eight factors were found to impede the retail chain’s vision regarding implementation of the private branding strategy. Practical implications Several implications are extracted...
