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The Market is Calling for Biolage R.A.W.

出版	SAGE Publications: SAGE Business Cases Originals, 2019
ISBN	15264661639781526466167
URL	http://books.google.com.hk/books?id=AzqkwwEACAAJ&hl=&source=gbs_api

註釋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.