Multi-Brand Strategy with Cannibalization Effect – A Case of Wrigley in Taiwan Gum Market
碩士 === 國立臺灣大學 === 國際企業學研究所 === 106 === In the pursuit of growth and expansion, enterprises usually adopt the “Multi-Brand Strategy” by simultaneously operating two (or more) independent and competing brands in similar product categories. Through the unique positioning and differentiation of brands,...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2018
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| Online Access: | http://ndltd.ncl.edu.tw/handle/9ayn2k |