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

Liang Lucas Wang

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

  • General Economics,Econometrics and Finance
  • General Business,Management and Accounting

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