Market Orientation as a Branding Strategy
This paper studies the impact of market orientation strategy on brand awareness. Zara, a Spanish leading fashion retailer and an example of a brand using this strategy, is compared to three other multinational brands operating in Stockholm, Sweden, namely Topshop, Mango and United Colours of Benetto...
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| Format: | Others |
| Language: | English |
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Uppsala universitet, Företagsekonomiska institutionen
2008
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-8866 |