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Keywords: Collective case study
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2020) 37 (6): 617–627.
Published: 24 June 2020
... as a scarcity product tactic, using the package exclusively to create a limited offer. Design/methodology/approach This study adopted a grounded theory methodology and used a qualitative collective case study design by analyzing 175 LEP launches in the beverage sector between 2000 and 2019. Findings...
