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- W2569942406 abstract "Product innovation is a critical activity for CPG companies to add value to consumers, enhance the equity of their brands and also to fight store brands. The purpose of this paper is to better understand whether product innovation is an effective strategy to prevent consumers switching to store brands and compare its effects to other marketing tools as promotion and price gap management." @default.
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- W2569942406 date "2017-01-01" @default.
- W2569942406 modified "2023-09-23" @default.
- W2569942406 title "Consumers Switching to Store Brands: Is Product Innovation Effective to Prevent it?" @default.
- W2569942406 doi "https://doi.org/10.1007/978-3-319-50008-9_241" @default.
- W2569942406 hasPublicationYear "2017" @default.
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