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~person:"Schmidt, Holger J."
~type_genre:"Arbeitspapier"
~type_genre:"Article"
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Schmidt, Holger J.
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Beware, an underdog may bite:
literature
review
and brand management framework in the context of underdog brands
Schmidt, Holger J.
;
Steenkamp, Pieter
- In:
Journal of Brand Management
29
(
2021
)
1
,
pp. 85-110
An underdog brand is a brand with humble resources that competes with passion and determination against competitors that dominate a market. Numerous anecdotal examples and a few research articles of underdog brands exist, yet the understanding of what an underdog brand is and how brands can use...
Persistent link: https://www.econbiz.de/10014502025
Saved in:
2
Sustainable luxury: current status and perspectives for future research
Kunz, Jennifer
;
May, Stephanie
;
Schmidt, Holger J.
- In:
Business Research
13
(
2020
)
2
,
pp. 541-601
systematic
literature
review
on luxury and sustainability in a broader sense, which, based on an inductive approach, identifies …
Persistent link: https://www.econbiz.de/10012502917
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