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Sustaining competitive advantage for branded complexes in the decontrolled scenario



Sustaining competitive advantage for branded complexes in the decontrolled scenario



Fertiliser News 41(9): 57-59, 61



The controlled marketing system prevalent in India before liberalization did not leave much for the industry to either innovate or pursue policies based on brand image. Under a decontrolled environment, brand image of a product has become vital. Defensive marketing strategy has become an input for corporate planning.

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