When making marketing mix decisions, marketing managers of companies that offer a broad range of product categories, such as traditional offline and online retailers, mail-order companies, or financial service providers, often need to select one or a few focal categories out of all the possible...

Every now and then, astonishing success stories can be observed on the food market.Many of the recent examples make reference to health characteristics and arguments. Inorder to analyse the possibly underlying success factors, an empirical case studyapproach was chosen. 27 successful European...