How to turn a Cinderella product into a market queen

Delmestri, G. & Greenwood, R. (2017). How to turn a Cinderella product into a market queen.

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The case of Italian grappa shows that more than marketing is needed to raise a product's market status, write Giuseppe Delmestri and Royston Greenwood

Item Type	Online resource
Copyright holders	© 2017 The Author(s)
Departments	LSE
Date Deposited	02 Jun 2017
URI	https://researchonline.lse.ac.uk/id/eprint/79754

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HD28 Management. Industrial Management
HF Commerce

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How to turn a Cinderella product into a market queen

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