3 Ways to Turn Weak Market Share into an Asset
Cision
DECEMBER 27, 2017
In 2010, Professor Neeru Paharia was the lead author on a paper titled “The Underdog Effect: The Marketing of Disadvantage and Determination through Brand Biography” and published in the Journal Of Consumer Research. Li would know since Firmoo is very much an underdog compared to competitors like Ray-Ban and Warby Parker. The reason?
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