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Keywords: Taboo
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Teaching Notes
Redefining the “shape” of things to come – a case study on marketing a taboo product and averting a potential crisis
Available to Purchase
Journal:
Teaching Notes
Teaching Notes (2024) 20 (4): 988–1006.
Published: 02 July 2024
.... Starting off as an online business in 2019, it was about to find its footing in the market when the COVID-19 pandemic hit. The problem faced by Shape at the beginning was that digital marketing was not resulting in word of mouth for the product, as undergarments were considered too “taboo” to talk or share...
