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EBOOK
Author Loureiro, Sandra Maria Correia, 1967-
Title The market is calling for Biolage R.A.W. / Sandra Maria Correia Loureiro, Paulo Anes.
Imprint London : SAGE Publications: SAGE Business Cases Originals, 2019.

LOCATION CALL # STATUS MESSAGE
 OHIOLINK SAGE BUSINESS CASES    ONLINE  
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LOCATION CALL # STATUS MESSAGE
 OHIOLINK SAGE BUSINESS CASES    ONLINE  
View online
Author Loureiro, Sandra Maria Correia, 1967-
Series SAGE Knowledge. Cases
SAGE Knowledge. Cases.
Subject Biolage R.A.W.
Hair preparations industry -- Portugal -- Case studies.
Branding (Marketing) -- Portugal -- Case studies.
Product management -- Portugal -- Case studies.
Alt Name Anes, Paulo, 1962-
Description 1 online resource : illustrations.
Bibliography Note Includes bibliographical references and index.
Summary Biolage R.A.W. is a professional haircare brand launched in 2017, in Portugal. The brand is taking its first steps into the Portuguese market and facing a lack of awareness about high-end natural products along with facing challenges pricing in this segment. This case encourages students to discuss how Biolage R.A.W. can come up with a launch strategy in a market where the brand name is unknown, and the price of the products is regarded as high by the target consumer.
Note Description based on XML content.
ISBN 9781526466167 (ebook)
1526466163
OCLC # 1089147549



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