Identifying the unique characteristics of independent fashion retailers in Scotland by utilising Porter’s generic competitive strategy model and the marketing mix

Nicola O’Hare; Aileen Stewart; Julie McColl

doi:10.14198/MEDCOM2018.9.1.23

Identifying the unique characteristics of independent fashion retailers in Scotland by utilising Porter’s generic competitive strategy model and the marketing mix

Nicola O’Hare, Aileen Stewart, Julie McColl

Research output: Contribution to journal › Article › peer-review

Original language	English
Pages (from-to)	371-386
Number of pages	16
Journal	Revista Mediterránea de Comunicación
Volume	9
Issue number	1
DOIs	https://doi.org/10.14198/MEDCOM2018.9.1.23
Publication status	Published - Nov 2018

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10.14198/MEDCOM2018.9.1.23Licence: CC BY

Cite this

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title = "Identifying the unique characteristics of independent fashion retailers in Scotland by utilising Porter{\textquoteright}s generic competitive strategy model and the marketing mix",

author = "Nicola O{\textquoteright}Hare and Aileen Stewart and Julie McColl",

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journal = "Revista Mediterr{\'a}nea de Comunicaci{\'o}n",

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