Goop Inc. : aspirational brand or snake oil? /

The case explains how actor Gwyneth Paltrow, CEO and founder of Goop Inc, positioned the brand to attract affluent shoppers. She described positioning Goop as an aspirational brand when choosing her approach to marketing and selling the pricy products. The company has been growing since 2016. It sel...

Full description

Saved in:
Bibliographic Details
Main Authors: Agnihotri, Arpita (Author), Bhattacharya, Saurabh (Author)
Format: eBook
Published: London : SAGE Publications: SAGE Business Cases Originals, 2021.
Series:SAGE Business Cases.
Online Access:CONNECT