Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/276091 
Year of Publication: 
2020
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 37 [Issue:] 3 [Year:] 2020 [Pages:] 60-68
Publisher: 
Thexis Verlag, St.Gallen
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.
Document Type: 
Article

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