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Keywords: Fast-moving consumer goods (FMCG)
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Journal Articles
Channel capability and the effectiveness of new product strategies: Deepening the FMCG’s business
Open Access
Journal of Asian Business and Economic Studies (2020) 27 (1): 99–114.
Published: 20 December 2019
... of new product innovation related to the channel capability. The new product innovation intended here is an outcome of the brand strategy created by the fast-moving consumer goods (FMCG) manufacturer. Design/methodology/approach This research applies qualitative method and uses grounded theory...
