Hallberg, Annika; Friberg, Susana; Myhrman, Paulina - In: Eurasian Journal of Business and Management 2 (2014) 1, pp. 1-13
The Swedish ice cream market of today is dominated by a few major market leaders, which makes it a challenge for small … how small firms in the ice cream business market their products, based on the marketing mix and the portfolio matrix … cycle. Eight CEOs of small-scale ice cream companies were interviewed. This study found that the marketing activities and …