oa Journal of Marketing - A modern-day David and Goliath battle : the lead

Volume 2012, Issue 04
  • ISSN : 1811-9565



It was the ultimate battle of David and Goliath as the Midlands based 'micro' soft drink business, Frankie's, was pitted against national retailing giant, Woolworths. And just as the story in the Old Testament played out, the little guy came out victorious.

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