When and how to use a “fighter brand” to combat a low-price entry
Strategy & leadership, 2022-03, Vol.50 (2), p.21-26
[Peer Reviewed Journal]
Emerald Publishing Limited ;Emerald Publishing Limited. ;ISSN: 1087-8572 ;EISSN: 1758-9568 ;DOI: 10.1108/SL-01-2022-0002
Full text available