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GoldenHome: The Dilemma of High-End Strategic Positioning
Haifen Lin; Xiangtong LiuCase IVEY-W33849-EDecision AnalysisSince its establishment in 1999, Xiamen Golden Home Co., Ltd. (GoldenHome) had adopted a high-end strategic positioning for its professionally produced kitchen cabinets. The company had first established a high-end brand image by differentiating its service and providing consumers with the ultimate full-process shopping experience. It had then consolidated a high-end perception of its products in the minds of its target customers by continuously ...Starting at €8.20
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GoldenHome: The Dilemma of High-End Strategic Positioning - Teaching Note
Xiangtong Liu; Haifen LinTeaching Note IVEY-W33850-EDecision AnalysisTeaching note for product W33849.Starting at €0.00