Compañía Cervecera de Nicaragua case studies (A) and (B) : branding and adaptive management
José Exprúa, Mateo Lesizza, Lucienne Rodríguez (INCAE Business School, Managua, Nicaragua)
| Year of publication: |
October 2016
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|---|---|
| Authors: | Expúra, José ; Lesizza, Mateo ; Rodríguez, Lucienne |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 69.2016, 10, p. 4477-4483
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| Subject: | Beer | Brand launch | Decision-making | Price increase | Sales growth | Nicaragua | Markenführung | Brand management | Bier | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Preismanagement | Pricing strategy |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2016.03.012 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011554693