Unraveling the myth of fotile: The critical role of strategic positioning in brand building

    Research output: Chapter in Book/Conference proceedingBook Chapterpeer-review

    Original languageEnglish
    Title of host publicationChina Branding
    Subtitle of host publicationCases from Zhejiang
    PublisherPalgrave Macmillan
    Pages139-154
    Number of pages16
    ISBN (Electronic)9789811393181
    ISBN (Print)9789811393174
    DOIs
    Publication statusPublished - 1 Jan 2019

    ASJC Scopus subject areas

    • Economics, Econometrics and Finance (all)
    • Business, Management and Accounting (all)

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