Marketing and Effectuation: A Study of Marketing Practices Among Swedish Microbreweries
The present study aims to analyse the marketing strategies of Swedish microbreweries and relate them to the entrepreneurial principles of effectuation and causation. The authors investigated eight microbreweries in Mälardalsregionen of Sweden, conducting interviews with members of the founding team...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
| Published: |
Uppsala universitet, Företagsekonomiska institutionen
2017
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-324732 |