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Keywords: Offensive and defensive management
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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
... management, involving whether managers are influenced by or influence the structure and the behaviour of market players, depends on their mental disposition toward challenges in increasingly competitive mass markets. Originality/value Prior discussions of offensive and defensive management...
