Milking the Industry: The Expiration Date of Brand Rivalries An in-depth qualitative study unraveling consumer attitudes toward an inter-firm brand rivalry in the Swedish milk industry
The cultural significance of dairy milk in Sweden is deeply ingrained, with dairy products being a staple at the breakfast table. However, the past decade has witnessed a formidable challenge to the traditional Swedish dairy industry, with the rise of plant-based milk alternatives. The emergence of new preferences has spurred the ascent of brands like Oatly. The Swedish oat drink producer Oatly, w
