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This item is available under a Creative Commons License for non-commercial use only

Publication Details

In Cases in Marketing Management and Strategy. Vol. 4 edited by Catherine KilBride and Gerry Mortimer, Dublin, Marketing Institute, 2004, pp.118-150. ISBN: 095290766.

Abstract

As a consultant in comparative retailing systems, Ulrike Johnson is responsible for advising international retailers about brands, markets, and key drivers of change. Her current assignment involves advising a European food retailer about current trends and prospects in the food retailing business in the Republic of Ireland, with a view to assessing the possibility of entering the market.

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