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From a Single Brand Policy to a Portfolio of Specialized Brands: The Impact of Private Label Branding Strategy in the Case of DecathlonBeatriz Jardim PereiraDissertation written under the supervision of Kyryl Lakishyk, with the collaboration of industry expert Andr Pinho.Dissertation submitted in partial fulfilment of requirements for the MSc in Management with Specialization in Strategy & Entrepreneurship, at the Universidade Catlica Portuguesa, 6th of January 2021.ABSTRACT Title: From
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