The article contributes to the limited literature on marketing strategies of microfirms operating in new niches within mature industries. The study explores the effect of brand management processes and product quality on performance of microfirms in the Italian brewing industry.
Cannatelli, B. L., Pedrini, M., Grumo, M., The Effect of Brand Management and Product Quality on Firm Performance: The Italian Craft Brewing Sector, <<JOURNAL OF FOOD PRODUCTS MARKETING>>, 23; 2017 (3): 303-325. [doi:10.1080/10454446.2014.949989] [http://hdl.handle.net/10807/69390]
The Effect of Brand Management and Product Quality on Firm Performance: The Italian Craft Brewing Sector
Cannatelli, Benedetto Lorenzo;Pedrini, Matteo;Grumo, Marco
2017
Abstract
The article contributes to the limited literature on marketing strategies of microfirms operating in new niches within mature industries. The study explores the effect of brand management processes and product quality on performance of microfirms in the Italian brewing industry.
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