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Keywords: Case study
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Journal Articles
A strategic supply chain approach: consortium marketing in the Italian leatherwear industry
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2012) 30 (7): 700–716.
Published: 19 October 2012
...Simone Guercini; Arch G. Woodside Purpose The purpose of this paper is to describe inter‐firm marketing cooperation as a strategy by small and medium enterprise (SME) players in local systems of fashion firms. Design/methodology/approach This case study research focuses on Italian leatherwear...
