How Small Businesses Market Their Products during the Different Phases of the Product Life Cycle: The Case of Swedish Ice Cream Manufacturers

Article English OPEN
Annika Hallberg; Susana Friberg; Paulina Myhrman;
(2014)
  • Publisher: Eurasian Publications
  • Journal: Eurasian Journal of Business and Management (issn: 2148-0206)
  • Publisher copyright policies & self-archiving
  • Subject: Small Businesses | Ice Cream Market | Marketing Strategies | Product Life Cycle | Marketing Mix | Portfolio Matrix | Business | HF5001-6182

The Swedish ice cream market of today is dominated by a few major market leaders, which makes it a challenge for small firms to make themselves visible and survive on a long-term basis. The aim of this article is to investigate and understand how small firms in th... View more
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