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Dr. Ryan Lunsford, Associate Professor of Business at the University of the Incarnate Word in San Antonio, Texas, presented “Geographic Branding At Nestlé Waters North America” on August 1, 2016 for the IABC at the Sheraton Fisherman’s Wharf. The case study was prepared by UIW graduate student William Dunlap and Professor Lunsford and explored how NWNA established its unique sustainable competitive advantage by leveraging a strategy of identifying and acquiring locally established bottled water companies with high-quality water sources, dedicated geographic regional markets with strong brand recognition and intense customer loyalty, and established, highly efficient distribution channels.
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