Chair of Strategy and Marketing

New Publication in the Marketing Review St. Gallen

The article is authored by Martin Fassnacht and Anna-Karina Schmitz.

The article "Premiumization as a profit growth strategy. A framework of strategic options.", authored by Martin Fassnacht and Anna-Karina Schmitz was published in the latest issue of Marketing Review St. Gallen (03/2020, pages 60-68). The paper shows how premiumization allows firms to achieve higher price levels by adding value to a brand or a brand portfolio. The article provides a conceptual framework of strategic options for premiumization. Using various practical examples, we characterize and evaluate these different premiumization alternatives. Thus, the article is of fundamental relevance for managers as it provides guidelines on how to choose and successfully implement the right strategic solution.