脱コモディティ化の戦略 : Alpargatas社のブランド構築(<特集>無形資産の価値創造)

概要

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Flip-flops have been the universal summer footwear for years-cheap and utilitarian, if not particularly fashionable, havaianas, colorful flip-flops from Brazil, are selling out at high-end boutiques and cropping up in style magazines ; they were recently seen on the Paris catwalk of designer Jean-Paul Gaultier. havaianas are sold for just $3 in Brazil, the shoes are fetching from $12 to $20,000 in the U.S. This paper makes clear that what kinds of Strategies for De-commoditization havaianas takes.
2008-03-07