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Keywords: Market share
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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
...). Research limitations/implications The joint management of offensive and defensive market‐oriented strategies leads to enhanced competitive positioning and increased market share of a portfolio of brands and products. Practical implications The trade‐off between offensive and defensive...
