Now showing items 1-3 of 3
Luxury strategy of perfume brands in emerging markets: an exploratory study of luxury brands in the perfumes sector in Brazil
In recent years, emerging markets – considered the lead countries of the ‘developing world’ – have been outgrowing developed countries within the scope of the luxury market worldwide. Consequently, these new markets represent ...
The internationalization of the cosmetic retail industry: a history of success?
The retailing industry has increasingly become global over the past few decades, illustrating visually the internationalization of business in general. Many retailers are betting to expand their activities internationally ...
When a local competitor (slightly) shakes up the global giant: a case on the soft drink market
As marcas globais mantiveram muita atenção no campo do marketing (Kotler, 1997; Holt, Quelch, e Taylor, 2004; Özsomer e Altaras, 2008), enquanto as marcas locais foram subestimadas (Ger, 1999; Schuiling e Kapferer, 2004). ...