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,...