Better late than never - a narrative study of how late entrants position their brand biography in the market
This study aims to provide a better understanding of how successful late entrants narratively construct their brand biographies in order to position themselves favorably in the market with already dominant players. A multiple case study with two different late entrants, Everlane and Too Faced, has been analyzed by using narratological theories based upon Algirdas Greimas’s hierarchical order of su
