1. Vertical line extensions, which extend the brand up into more premium market segments (upward extensions) or...
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Question:
1. Vertical line extensions, which extend the brand up into more premium market segments (upward extensions) or down into more value-conscious segments (downward extensions), are a common means of attracting new groups of consumers.
a. How would moving upmarket strengthen and/or weaken Mavi?
b. How would moving downmarket strengthen and/or weaken Mavi?
case study: https: //hbsp.harvard.edu/tu/009333e9
Related Book For
Smith and Roberson Business Law
ISBN: 978-0538473637
15th Edition
Authors: Richard A. Mann, Barry S. Roberts
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