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Keywords: Market‐orientation
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Journal Articles
Mass market leadership and shampoo wars: the L'Oréal strategy
Available to Purchase
Journal:
Journal of Business Strategy
Journal of Business Strategy (2012) 34 (1): 4–14.
Published: 28 December 2012
...Laurent Tournois Purpose The purpose of this paper is to describe how one company built and sustained market leadership by implementing a market‐oriented business strategy involving defensive and offensive management. Design/methodology/approach With an historical approach...
