http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
Biolage R.A.W. is a professional haircare brand launched in 2017, in Portugal. The brand is taking its first steps into the Portuguese market and facing a lack of awareness about high-end natural products along with facing challenges pricing in this segment. This case encourages students to discuss how Biolage R.A.W. can come up with a launch strategy in a market where the brand name is unknown, and the price of the products is regarded as high by the target consumer.
Sandra Maria Correia Loureiro, Paulo Anes.
Includes bibliographical references and index.