Essays about: "Nadezda Opacic"

Found 1 essay containing the words Nadezda Opacic.

  1. 1. Extending the line : A case study of the marketing strategies used when managing cannibalization in the FMCG industry

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Josef Mannai; Nadezda Opacic; [2023]
    Keywords : ;

    Abstract : The purpose of this study is to enhance our understanding of the marketing strategies used to manage cannibalization when extending product lines within the fast-moving consumer goods (FMCG) industry. Previous research has mainly investigated the causes and consequences of cannibalization, while cannibalization management has gotten limited attention and does not include companies' strategic undertakings. READ MORE