Premiumization as a Profit Growth Strategy - A Framework of Strategic Options

Premiumization is an attractive growth strategy in competitive markets as it allows firms to achieve higher price levels by adding value to a brand or a brand portfolio. This article provides a conceptual framework of strategic options for premiumization and derives managerial guidelines on how to choose and successfully implement the right option.

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Year of publication:	2020
Authors:	Schmitz, Anna-Karina ; Faßnacht, Martin
Published in:	Marketing Review St.Gallen. - ISSN 1865-7516. - Vol. 37.2020, 3, p. 60-68
Publisher:	St.Gallen : Thexis Verlag

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Type of publication:	Article
Type of publication (narrower categories):	Article
Language:	English
Other identifiers:	hdl:10419/276091 [Handle] RePEc:zbw:hsgmrs:276091 [RePEc]
Source:	EconStor

Persistent link: https://www.econbiz.de/10014337576