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Keywords: Product proliferation
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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
..., and competitors' moves. Accordingly, this case study is structured into three elements: 1. the foundations of the CPD; 2. the market occupation strategy and leading brand development; and 3. from brand to product proliferation. © Emerald Group Publishing Limited 2013 Market...
