" Geiz-ist-geil " strategy: a three-company study

Author: Bridges K.   Melewar T.C.   Otubanjo B. Olutayo  

Publisher: Emerald Group Publishing Ltd

ISSN: 0025-1747

Source: Management Decision, Vol.45, Iss.6, 2007-06, pp. : 1023-1037

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Abstract