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Management article
Reference no. SMR61423
New product
Published by:
MIT Sloan School of Management (2020)
Revision date:
in "MIT Sloan Management Review"
7 pages


COVID-19 has quickly disrupted how companies market their brands to consumers and the way customers shop for products. The current environment offers an unprecedented opportunity for smaller and midtier brands to compete against their more established rivals for exposure, mindshare, product trials, and market share with a new and broader base of potential customers.



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