Pingo Doce challenge : how to shift to a new positioning strategy without losing consumers’ loyalty?
This thesis was developed based on a real company, Pingo Doce, a 200 years old Portuguese retailer. The goal was to understand its current positioning in the market and how a different positioning strategy could beneficiate the firm. More specifically, it focused on comprehending the event that happ...
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| Format: | masterThesis |
| Language: | eng |
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2020
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| Online Access: | http://hdl.handle.net/10400.14/25351 |
| Country: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/25351 |