How to enter into a highly competitive environment without sinking: the challenge of a brand's transformation and evolution

This article looks at how ETB, a Columbian telecommunications brand, entered the highly competitive and changeable mobile phone market at national level.

How to enter into a highly competitive environment without sinking: the challenge of a brand's transformation and evolution

María Claudia Foschi and Carolina Mejía Posada

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Introduction

ETB is a Colombian brand in the telecommunications industry. It has played an important role in the industry and has provided telecommunications and home internet services mainly in the central zone of Colombia. However, in the last year it began operations to penetrate the mobile phone market at a national level, which has brought new challenges and demands as a brand.

On the other hand,...

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