Premiumization as a Profit Growth Strategy - A Framework of Strategic Options

Anna-Karina Schmitz and Martin Faßnacht

Marketing Review St.Gallen, 2020, vol. 37, issue 3, 60-68

Abstract: Premiumization is an attractive growth strategy in competitive markets as it allows firms to achieve higher price levels by adding value to a brand or a brand portfolio. This article provides a conceptual framework of strategic options for premiumization and derives managerial guidelines on how to choose and successfully implement the right option.

Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:hsgmrs:276091

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