Schmitz, Anna-Karina; Faßnacht, Martin - In: Marketing Review St.Gallen 37 (2020) 3, pp. 60-68
Premiumization is an attractive growth strategy in competitive markets as it allows firms to achieve higher price levels by adding value to a brand or a brand portfolio. This article provides a conceptual framework of strategic options for premiumization and derives managerial guidelines on how...