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Keywords: H. Stern
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Journal Articles
Jorge Carneiro, Geraldine Tonoli, Talita Barbosa Matos Peixoto, Rafael Magalhães Costa, Fábio de Matos Domingues, Carlos Falcão Maranhão, Paulo David Tostes dos Santos
Journal:
Management Decision
Management Decision (2014) 52 (9): 1703–1723.
Published: 14 October 2014
... and international marketing make the core of the managerial dilemmas that the firm has to face. Hallot explained that by focussing on the five pillars of positioning of its products – design, comfort, signature (the H. Stern brand), versatility and self-gratification – the company prioritized, by offering through...
