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Competing with a Goliath

By: Jill Avery
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Abstract

A Peruvian apparel company struggles to position itself against a global brand.

Keywords

Brand Management; Brand Positioning; Competitive Positioning; Marketing; Brands and Branding; Marketing Strategy; Apparel and Accessories Industry; Peru; Latin America; South America

Citation

Avery, Jill. "Competing with a Goliath." Harvard Business Review 94, no. 10 (October 2016): 117–121.
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About The Author

Jill J. Avery

Marketing
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More from the Author
  • Case Study: Should a Dollar Store Raise Prices to Keep Up with Inflation? By: Jill Avery and Marco Bertini
  • Dollar Tree: Breaking the Buck By: Jill Avery and Marco Bertini
  • Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand By: Jill Avery
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