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Keywords: Market innovation
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Journal Articles
Small but sophisticated: Entrepreneurial marketing and SME approaches to brand management
Available to Purchase
Journal of Research in Marketing and Entrepreneurship (2015) 17 (2): 149–164.
Published: 19 October 2015
... driven market innovators. The authors add theoretical and practical insight by distinguishing the brand management approaches of small- and medium-sized firms. Design/methodology/approach – The authors use purposive sampling to select 15 producers of high or medium value-add from the food...
