In depth Analysis of Brand Alliance Strategy: A Case Study of Luckin Coffee and Moutai
In depth Analysis of Brand Alliance Strategy: A Case Study of Luckin Coffee and Moutai
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Publisher
EDP Sciences
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Language
English
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EDP Sciences
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Contents
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, provides substantial practical insight into the bra...
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Full title
In depth Analysis of Brand Alliance Strategy: A Case Study of Luckin Coffee and Moutai
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Author / Creator
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TN_cdi_doaj_primary_oai_doaj_org_article_1caabcbfca034447a3df80e82e63ef91
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https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_doaj_primary_oai_doaj_org_article_1caabcbfca034447a3df80e82e63ef91
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ISSN
2261-2424
E-ISSN
2261-2424
DOI
10.1051/shsconf/202521301008
