In depth Analysis of Brand Alliance Strategy: A Case Study of Luckin Coffee and Moutai
In today’s increasingly competitive market climate, brand alliance strategy has emerged as one of the most essential approaches for businesses to acquire market advantage through resource integration. The joint example of Luckin Coffee and Kweichow Moutai, a milestone cross-category collaboration, p...
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| Autor principal: | |
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| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
EDP Sciences
2025-01-01
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| coleção: | SHS Web of Conferences |
| Acesso em linha: | https://www.shs-conferences.org/articles/shsconf/pdf/2025/04/shsconf_messd2025_01008.pdf |
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