Abstract
The article contributes to the limited literature on marketing strategies
of microfirms operating in new niches within mature industries.
The study explores the effect of brand management processes
and product quality on performance of microfirms in the Italian
brewing industry.
Lingua originale | English |
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pagine (da-a) | 303-325 |
Numero di pagine | 23 |
Rivista | Journal of Food Products Marketing |
Volume | 2017 |
DOI | |
Stato di pubblicazione | Pubblicato - 2017 |
Keywords
- brand management
- brewing industry
- microfirms
- product quality