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Mimetic Isomorphism Strategies for Entering Niche Markets: Men's Cosmetic Products and Bio-Cosmetics for Women
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2011 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Globalization has lead to an international market, making competition fiercerand more aggressive worldwide. Many techniques have been developed to counter thisgrowing problem, one of which is mimetic isomorphism. However this raises more potentialproblems still, such as loss of identity and lower brand loyalty from customers.Purpose: To research the possible validity of mimetic isomorphism in niche markets.

Place, publisher, year, edition, pages
2011. , 88 p.
Keyword [en]
mimetic isomorphism, loyalty, imitation, men's cosmetics bio-cosmetics, leadership, niche market, marketing, customers
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-12278OAI: oai:DiVA.org:lnu-12278DiVA: diva2:421762
Subject / course
Business Administration - Marketing
Educational program
Marketing, Master Programme, 60 credits
Presentation
2011-05-31, M Building, Linneaus University, Växjö, Sweden, 08:01 (English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-06-20 Created: 2011-06-09 Last updated: 2011-09-26Bibliographically approved

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Citation style
  • apa
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