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Other

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

Publication Details

In Managing Marketing by John A. Murray and Aidan O'Driscoll. Dublin, Gill and Macmillan, 1993, pp. 477-488.

Abstract

This case study deals with the following issues: industry analysis and understanding the business system; generic competitive strategies; innovating business practice and sustaining competitive advantage.

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Marketing Commons

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