STRATEGIC POSITIONING AND COMPETITIVE ADVANTAGE IN SPECIALTY DESSERT INDUSTRY: A COMPARATIVE ANALYSIS OF MISS MACAROON AND ITS COMPETITORS
| dc.contributor.advisor | Licsandru, Tana | |
| dc.contributor.author | Alturki, Lama | |
| dc.date.accessioned | 2024-11-03T07:03:38Z | |
| dc.date.issued | 2024 | |
| dc.description | The paper includes a comparative analysis with the primary competitors, that is, Ladurée, Betty’s, Café Concerto, and Pierre Hermé. A detailed review of the literature allowed the identification of several gaps and research opportunities that guided the efforts to realise the research objectives. | |
| dc.description.abstract | This paper focused on investigating the strategic positioning and competitive advantage of Miss Macaroon, which is among the leading businesses in the specialty dessert industry | |
| dc.format.extent | 42 | |
| dc.identifier.uri | https://hdl.handle.net/20.500.14154/73433 | |
| dc.language.iso | en | |
| dc.publisher | Queem Mary University | |
| dc.subject | Miss Macaroon- | |
| dc.subject | Strategic positioning | |
| dc.subject | Competitive advantage | |
| dc.title | STRATEGIC POSITIONING AND COMPETITIVE ADVANTAGE IN SPECIALTY DESSERT INDUSTRY: A COMPARATIVE ANALYSIS OF MISS MACAROON AND ITS COMPETITORS | |
| dc.type | Thesis | |
| sdl.degree.department | School of Business and Management | |
| sdl.degree.discipline | International Marketing and Business Strategies | |
| sdl.degree.grantor | Queem Mary University | |
| sdl.degree.name | Master |