The price is right?

Butscher, Stepna A.
December 2004
Brand Strategy;Dec2004/Jan2005, Issue 188, p32
Trade Publication
Discusses how brands can use pricing and brand strategy to expand into low-cost markets in Eastern Europe. Potential of the multi-brand strategy to expand in geographical markets; Capture of market share in low-priced markets without damage to established brands; Success of the two-brand strategy of 3M in the office products market. INSET: Key learnings.


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