MAD over donuts vs. krispy kreme: a comparative study based in the city of Mumbai

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International Journal of Development Research

MAD over donuts vs. krispy kreme: a comparative study based in the city of Mumbai

Abstract: 

The paper analyses two enterprises in the monopolistically competitive doughnut industry in Mumbai: ‘Mad Over Donuts’ and ‘Krispy Kreme’ and their operative strategies. It concludes that while Krispy Kreme may have the better product, it has a higher price, fewer locations and not enough promotional activity. 

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