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Eating the Big Fish: How Challenger Brands Can Compete against Brand Leaders

Michael Enright (Senior Lecturer in Marketing, Swinburne University of Technology, Melbourne, Australia)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 July 2000

Keywords

Citation

Enright, M. (2000), "Eating the Big Fish: How Challenger Brands Can Compete against Brand Leaders", Journal of Consumer Marketing, Vol. 17 No. 4, pp. 358-372. https://doi.org/10.1108/jcm.2000.17.4.358.5

Publisher

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Emerald Group Publishing Limited